Mars describes MasterFoods as one of Australia’s largest and best-loved food brands, with a portfolio spanning herbs and spices, recipe bases, table sauces, marinades, mustards, relishes and finishing sauces.

Founding: 1945

MasterFoods was founded by Henry Lewis on 20 July 1945 in Australia. Lewis originally operated as a specialty-food importer, bringing products such as mustard, smoked salmon, cheese and anchovies to Australian consumers.

The business emerged during a period when Australia was experiencing significant post-war immigration. European migrants brought new culinary traditions, ingredients and tastes, creating demand for foods that were relatively unfamiliar to many Australians. Lewis helped introduce these flavors through MasterFoods and eventually moved beyond importing into manufacturing.

Early manufacturing

During the early 1950s, the Lewis family began manufacturing MasterFoods products. The company’s first manufactured product was Bread and Butter Cucumbers, followed by products including:

• Roll Mops
• Paprika
• Mint Jelly
• Lemonaid
• Musto
• Mustards and other condiments

MasterFoods subsequently expanded its range as Australian eating habits became increasingly diverse.

Acquisition by Mars: 1967

A major turning point came in 1967, when the Lewis family sold MasterFoods to Mars. The acquisition brought MasterFoods into the Mars family while allowing the brand to continue its focus on introducing new flavors and convenient cooking products to Australian households.

Today, MasterFoods remains part of the family-owned Mars, Incorporated organization through its food business. 1

MasterFoods has expanded considerably since its early days. During the 1960s and 1970s, Australia became increasingly multicultural, and MasterFoods responded by introducing products influenced by cuisines from around the world.

Some important milestones include:

• 1976: Mars launched the KANTONG Asian-inspired sauce range.
• 1989: The Italian-inspired ALORA sauce range was launched and was later renamed DOLMIO.
• 1997: MasterFoods introduced tomato and barbecue sauces in squeezy bottles, described by the company as a first for sauces and Australia.
• The company also developed its Squeeze-On single-serve sauce format, which became particularly associated with Australian takeaway food.

MasterFoods’ history therefore isn’t limited to condiments: it reflects the broader evolution of Australian cooking, particularly the increasing acceptance of international flavors and convenient food formats.

Today, MasterFoods is particularly associated with:

Sauces

Its best-known category includes table and finishing sauces such as:

• Tomato sauce
• Barbecue sauce
• Chilli sauces
• Specialty sauces
• Finishing sauces
• Single-serve sauces

The iconic MasterFoods tomato sauce bottle is particularly associated with Australian food culture.

Herbs and spices

MasterFoods also sells a substantial range of dried herbs, spices and seasoning products, allowing consumers to add flavor to home-cooked meals. This category is an important part of the brand’s identity and heritage. Mars specifically describes herbs and spices as one of MasterFoods’ leading product categories.

Mustards and relishes

The brand’s original identity was closely connected to specialty condiments, and mustard remains an important part of its portfolio. It also produces various relishes and condiment products.

Marinades and recipe bases

MasterFoods has expanded into products designed to make everyday cooking easier, including marinades, recipe bases and meal-oriented products. This reflects a broader strategy within Mars Food & Nutrition: providing products that make meals easier, tastier and more convenient.

One of MasterFoods’ distinguishing characteristics is its strong connection to Australian food culture. Although it is now owned by a multinational company, the brand originated as an Australian family business and continues to be strongly associated with Australian kitchens.

MasterFoods says that 95% of its products are manufactured at its plant on the New South Wales Central Coast. 2 The company also describes its Central Coast operation as employing more than 330 people.

This combination of Australian heritage and Mars ownership is an important part of the brand’s story.

MasterFoods is ultimately owned by Mars, Incorporated. Within Mars, MasterFoods belongs to the Mars Food & Nutrition business.

Mars Food & Nutrition operates a portfolio of food brands across more than 30 countries. Its brands include MasterFoods alongside names such as Ben’s Original, DOLMIO, SEEDS OF CHANGE, Tasty Bite and Kevin’s Natural Foods. 4

In Australia, MasterFoods is described as the flagship brand of Mars Food & Nutrition Australia.

MasterFoods has retained a significant Australian manufacturing presence despite being part of Mars. The company’s main Australian manufacturing facility is located on the New South Wales Central Coast. According to MasterFoods, approximately 95% of its products are manufactured there. 3

This is one reason MasterFoods continues to be strongly perceived as an Australian brand rather than simply an international Mars product.

Sustainability has increasingly become part of MasterFoods’ corporate strategy through Mars. MasterFoods states that 93% of its packaging is currently recyclable, and Mars Food & Nutrition Australia has been working on reducing, recycling and reusing packaging materials.

In 2024, MasterFoods began trialling a paper-based recyclable format for its Squeeze-On tomato sauce packs, replacing the long-established plastic format as part of its packaging-development efforts. This is an example of how the company is attempting to modernize a product format that has been associated with the brand for decades.

MasterFoods is significant for several reasons.

First, it is one of Australia’s longstanding food brands, having operated continuously since 1945.

Second, its history mirrors Australia’s changing food culture. The company moved from imported European specialty foods to products influenced by Asian, Italian and other international cuisines.

Third, MasterFoods has played a role in popularizing convenience-oriented food formats, particularly squeeze bottles and single-serving sauces.

Finally, it demonstrates how a relatively small Australian family food business can evolve into a major brand while retaining a recognizable national identity after becoming part of a global corporation.

MasterFoods started as an Australian specialty-food business in 1945, became famous for bringing new flavors and condiments into Australian kitchens, was acquired by Mars in 1967, and has since developed into one of Australia’s best-known food brands.

Its modern identity is essentially Australian food heritage + sauces and seasonings + convenience + Mars’ global food business.

1. From Bread and Butter Pickless, to Kangaroo Tail Soup: Mars Celebrates 75 Years of Iconic Aussie MASTERFOODS™ Brand
2. Contact Us | MasterFoods™
3. Is MASTERFOODS™ Australian made?
4. Mars — MasterFoods / Mars Food & Nutrition