To mark its 130 years in operation, Australian brand Rosella has unveiled a limited-edition anniversary version of its two household-favourites, Tomato Sauce and Fruit Chutney.
Designed by Melbourne-based agency Disegno, each product features a bold ‘130 Years’ label, which pays tribute to the brand’s rich legacy in Australian food culture.
At the heart of this limited-edition packaging is the bold, unmissable ‘130 Years’ mark - a declaration of Rosella's enduring presence across Australian tables. The design is intentionally minimalist, stripping back to the essentials, allowing Rosella’s iconic elements to shine.
The Rosella 130th Anniversary label is a testament to the power of design - where even in its simplest form, the brand’s legacy is instantly recognisable.
“The opportunity to design Rosella’s 130th-anniversary labels was about celebrating the brand’s iconic status while demonstrating the power of simplicity,” said Aaron Turner, partner and head of strategy at Disegno.
“The design speaks to Rosella’s timeless place in Australian food culture - bold, authentic, and unmistakably familiar.
"In a world of fleeting brand identities, Rosella’s 130th packaging reinforces that true icons don’t fade - they evolve. For over a century, Rosella has been more than just a condiment; it’s been a constant companion in kitchens across the nation. This design serves as both a celebration of heritage and a promise of many more years to come."
According to Sandy Lo Piccolo, senior brand manager at Sabrands, owner of Rosella, the company is "incredibly proud to celebrate this remarkable 130-year milestone and recognise Rosella’s rich legacy and the special place it holds in Australian homes".
“Rosella is an integral part of Australian food culture. One of the first products produced 130 years ago was our Fruit Chutney and it is still a firm favourite today. Our iconic Tomato Sauce, made from 100 per cent Australian-grown tomatoes, is renowned for its high-quality ingredients and authentic taste," Lo Piccolo continued.
“Over the years, Rosella has evolved with the changing consumer preferences by introducing new products and continuing to be a trusted household name.”
In addition to the new bottles, to reinforce its commitment to Australian communities, Rosella will be supporting 130 local communities by giving away $250 prize packs to community events around Australia to assist them in their fundraising initiatives.
“Local communities have always been at the heart of what we do. We are excited to celebrate this milestone by giving back to the local communities that have supported us throughout our journey and in turn create new memories for the next generation,” Lo Piccolo added.
Founded in 1895 as a backyard venture of fruit preserves and sauces by two Carlton mates. They called the company Rosella, evoking its incredible instincts for selecting only the ripest fruit. These instincts paid off, with Australians immediately falling in love with their products.
In 1905, the company opened its first factory in Melbourne and then further expanded across the country with factories in Adelaide, Sydney, and Hobart.
In addition to the Tomato Sauce and Fruit Chutney, Rosella’s product portfolio includes a selection of soups, chutneys, organic sauces, and relishes that offer same exceptional quality and taste that has endeared it to Australians.
The Rosella limited-edition 130th anniversary bottles will be in stores nationwide from May.
