Hellers

What Hellers does

Hellers is a New Zealand-based processed meat manufacturer founded in 1985 and headquartered in Christchurch. The company produces and sells a broad portfolio of pre-cooked and ready-to-use meat products spanning sausages (classic, gluten-free, chicken, Chinese honey, bratwursts), bacon (including free-range Danish), ham (honey baked, manuka-smoked, champagne), deli meats (shredded, shaved and sliced chicken varieties), continental meats (chorizo, salami), meatballs, and a frozen range. Its sub-brand Crafty Cooks extends the portfolio into premium processed meats including chorizo and bacon. The company positions itself as 'New Zealand's Butcher' and has been recognised with a Supreme Sausage Award for its London Pride pork sausages.

The business operates a primarily retail-led go-to-market model, distributing products through major New Zealand supermarket and grocery chains and supplementing this with a direct-to-consumer e-commerce channel at hellers.co.nz. Revenue is transactional per product purchase with no subscription or recurring component. Marketing is content-led, built around an extensive recipe library, 'how-to' guides, newsletter, and social channels focused on occasions such as BBQ, breakfast, Christmas, entertaining, and everyday meals.

Hellers is privately held by Adamantem Capital, a private equity firm that is testing market appetite for an IPO of the business on the Australian Securities Exchange as of August 2025. The company employs between 101 and 250 people and operates exclusively within New Zealand, with products manufactured domestically from a mix of local and imported pork. Management is led by Chief Executive Officer Christine Cash. There are no disclosed AI, software, or technology-platform components to the business — it is a traditional consumer packaged goods operation.

Name

Hellers

Legal name

Hellers Ltd.

Website

https://hellers.co.nz

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

101–250 employees

Short description

Hellers is a New Zealand processed meats manufacturer founded in 1985, producing pre-cooked sausages, bacon, ham, deli meats, and chorizo for NZ household consumers through supermarkets and DTC e-commerce. Owned by Adamantem Capital, the company is exploring an ASX IPO as of August 2025.

Ownership category

akta.pro rank

Product category

Processed Meat Products

NAICS

Animal Slaughtering and Processing (3116), Food Manufacturing (311)

SIC

Sausages & Other Prepared Meat Products (2013), Food And Kindred Products (2000)

akta.pro primary industry

Cooked & RTE Processed Meats (Roasts, Meatloaf, Sliced RTE) (AFANAEAF)

akta.pro secondary industries

Prepared Meat Meals (RTE/RTH) (AFANAFAA), Frozen Meat & Poultry Meals & Value-Added Proteins (CRADADAH), Poultry Cured/Smoked & Deli Products (Turkey Ham, Deli Slices, Bacon-Style) (AFANACAD), Frozen Prepared Meat & Seafood Meals (AFANAFAC)

Keywords

• Processed meats manufacturing
• Sausage and bacon
• Ham and deli meats
• Frozen meat range
• Precooked meat products

Headquarters

HQ city

Christchurch

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Processed Meat Product Sales: Hellers generates revenue through the manufacture and sale of processed meat products including sausages, bacon, ham, deli meats, chicken products, continental meats, and frozen range items. Products are sold through retail channels (supermarkets, grocery stores) and direct-to-consumer via their e-commerce website. Revenue is transactional per product purchase with no recurring subscription component.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Hellers manufactures and sells processed meat products, including pre-cooked sausages, bacon, ham, deli meats, salami, chorizo, bratwursts, meatballs, and frozen ready-to-heat items, under its Hellers and Crafty Cooks brands. Products are distributed primarily through New Zealand supermarket and grocery retailers, with a direct-to-consumer e-commerce channel supporting online purchases.

Product overview

Hellers is a New Zealand-based processed meats company offering a diverse portfolio of meat products. The core offerings include: Sausages (Classic Traditional, Country Pork, London Pride award-winning sausages, Chicken, Super Savoury, Chinese Honey, Gluten Free), Bacon (Free Range Danish Middle Eye, Streaky varieties), Ham (Honey Baked, Champagne, Manuka Smoked, Champagne Ham), Deli Meats (Shredded/Roast/Smoked/Tandoori/Barbecue Chicken), Salami (Danish, Italian, Pepperoni, Pizza, Chorizo varieties), Continental meats and Chorizo, Meatballs, Frozen range products, and Burgers. The company also provides recipes featuring their products. Hellers positions itself as 'New Zealand's Butcher' with products ranging from fresh sausages to pre-cooked convenience items.

Differentiator

Problem solved

Functional benefit

Brands

• Crafty Cooks: A sub-brand featuring premium processed meat products including chorizo and bacon.

Products and services

• Sausages range Pre-cooked and fresh sausage products for BBQs, breakfasts, and everyday meals, including Classic Traditional, Country Pork, London Pride (Supreme Sausage Award winner), Chicken, Super Savoury, Chinese Honey, and Gluten Free variants, available in packs from 500g to 5kg.
• Bacon range Bacon products including free-range Danish pork middle eye bacon and streaky bacon, for breakfast, sandwiches, and cooking applications.
• Ham range Ham products including Honey Baked, Manuka wood-smoked leg ham, shaved champagne ham, sliced ham off the bone, and NZ free-farmed champagne ham, sized from 100g packs up to whole leg hams for Christmas occasions.
• Deli Meats range Pre-cooked sliced, shaved, and shredded chicken deli meats including Kentucky, Roast, Smoked, Tandoori, and Barbecue varieties for sandwiches, wraps, salads, and pizzas.
• Salami range Continental sliced salami including Danish, Italian, Pepperoni, Pizza, Smoked Paprika & Garlic, and Smokey Chorizo varieties for platters, sandwiches, and pizzas.
• Chorizo range Chorizo products including pre-cooked Spanish Chorizo, Mild Chorizo snacking pack, and Spicy Chorizo, for pastas, risottos, salads, platters, and heat-and-eat snacking.
• Bratwursts range Jumbo bratwursts in Spicy, Classic, and Cheese varieties for BBQs.
• Biersticks range Ready-to-eat biersticks in Mild and Spicy variants for snacks and platters.
• Pork Meatballs Pre-cooked free-farmed pork meatballs (400g pack) for pasta, Asian dishes, or sauces.
• Frozen Range Frozen pre-cooked convenience items including American BBQ Pork Poppers (600g) and loaded-dog sausages, prepared via air fryer or oven.
• Crafty Cooks sub-brand Crafty Cooks is a Hellers sub-brand featuring premium processed meat products such as diced chorizo and bacon.

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Tegel Group Holdings: New Zealand's largest poultry and processed meat producer, directly competing with Hellers in the NZ supermarket channel across poultry, deli meats, and prepared protein categories. Most relevant local competitor given overlapping distribution through major NZ grocery chains and similar processed-meat product focus.
• Primo Smallgoods: Australian smallgoods manufacturer producing ham, bacon, salami, and other processed meats for retail and foodservice. Highly comparable to Hellers' product mix and is a natural competitive reference point should Hellers expand into Australia post-IPO.
• Hans Continental Smallgoods: Australian manufacturer of continental smallgoods, salami, and processed meats serving major retailers. Directly comparable product portfolio to Hellers' salami, chorizo, and continental ranges, with similar target customers and retail distribution model.
• Cranswick plc: UK-based premium prepared meat and sausage manufacturer supplying major grocers with branded and private-label products. Closely comparable business model to Hellers in terms of product range (sausages, bacon, cooked meats), retail distribution, and premium positioning strategy.
• Plumrose USA: Producer of premium cooked hams, bacon, and deli meats for retail and foodservice in North America. Highly comparable product portfolio to Hellers' cooked ham, bacon, and deli meat ranges with similar retail-channel distribution model.

Broad incumbents

• Ingham's Group: ASX-listed poultry and prepared protein producer with significant Australia and New Zealand operations. Larger scale and broader portfolio than Hellers but overlaps in processed poultry, deli meats, and pre-cooked protein categories relevant to NZ/AU consumers.
• Tyson Foods: US-headquartered global protein and prepared foods major with extensive processed meat, sausage, and bacon portfolio under brands like Jimmy Dean, Hillshire Farm, and Wright. Relevant broad incumbent benchmark for Hellers' category dynamics, supply-chain economics, and potential international expansion model.
• JBS S.A. World's largest meat processor with global operations across beef, pork, poultry, and prepared/value-added meats. Operates multiple prepared-meat brands globally and represents the global incumbent scale benchmark relevant to Hellers' category, although it does not directly compete in the NZ market.
• 2 Sisters Food Group: UK-based large-scale prepared foods manufacturer with substantial processed meat, sausage, and ready-meal operations supplying major grocers and foodservice. Comparable model in terms of multi-category processed meat manufacturing and retail-channel dependence.
• Hormel Foods: US-listed branded food manufacturer with leading positions in processed meats including bacon, ham, sausage, and deli meats under brands like Spam, Jennie-O, and Skippy. Relevant comparable for portfolio breadth, branded processed-meat economics, and public-market valuation benchmarks.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/hellersnz

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hellers