British and Irish Lions, Ireland, and Munster star forward CJ Stander has been appointed by Hellbent, the Northern Ireland producer of South African Boerewors coiled beef sausages, spicy burgers and meatballs, as the company’s first-ever Brand Ambassador.
The appointment of CJ Stander was announced by Louis Ludik, the managing director of Belfast-based Hellbent which has just been listed by Aldi Ireland to supply 142 supermarkets across the country. The Aldi business, the company’s first in the Republic, follows a listing in Eurospar stores in Northern Ireland.
“We were delighted when such a prominent and respected sportsman on the island of Ireland and the UK agreed to help us to promote our original products especially in the Republic of Ireland,” said Louis, an established and popular player for Ulster Rugby who brought his love of spicy beef products to Northern Ireland from his homeland in South Africa.
Louis formed Hellbent with Schalk van der Merwe, another South African rugby star, in 2018. Schalk also played for Ulster and is now the specialist coach and a player with Lurgan Rugby Club. Hellbent uses prime beef from Northern Ireland farms in its coiled sausages, meatballs and burgers.
Louis continued: “CJ grew up on a sheep farm in South Africa and has vast experience of boerewors and the other meat products that we are now making in Northern Ireland and have been marketing extensively here for over the past year. In addition to the Aldi listing, an immensely exciting development for Hellbent, the Henderson Group is selling all our products in Eurospar across Northern Ireland.”
CJ, commenting on the appointment, added: “They have created sausages, burgers and meatballs on a par with the very best available in South Africa in terms quality, taste and texture. It would be tremendous to be able to introduce the products in South Africa.”