Two South African rugby stars are bringing the traditional flavours of a South African braai (and boerewors) to the UK with their business, which is booming!
Ireland (01 August 2024) – South Africa is a land where braai’ing is not just a way to cook food, but a deeply embedded cultural practice that brings people together. The sizzle of meat on the grill, the aroma of spices in the air, and the sound of laughter all around – this is the heart of a South African braai.
It’s an experience we are immensely proud to share with the world, and it’s happening thanks to the efforts of two passionate South Africans.
A braai is incomplete without boerewors, the quintessential coiled sausage that is a staple in every South African barbecue (we’re only using this word once, to explain to our international readers what a braai is). But boerewors is not just food; it’s a tradition, a piece of home. Recognising the universal appeal of this beloved dish, former rugby stars Schalk Van Der Merwe and Louis Ludik have embarked on a mission to bring boerewors to the global stage through their business, Hellbent.
Hellbent was born in March 2018, and since then, the duo has introduced many consumers across the British Isles to the joys of braai. Their product range includes boerewors, Chakalata spicy beef sausages, burgers, and chargrill burgers, all made with premium ingredients and fully traceable sources. Each product not only delivers high protein content but also embodies the rich, traditional flavours of South Africa.
Ludik emphasises their commitment to quality and exceptional taste: “We believe in quality and exceptional taste with no compromise. This means using the best locally sourced ingredients, along with a tradition of boerewors making (and eating) handed down through generations in South Africa.”
The recipe for their signature boerewors comes from Schalk’s parents, farmers in Tzaneen, a fertile agricultural region in South Africa.
The distinctive taste of Hellbent’s boerewors comes from a carefully guarded blend of spices, including coriander, cloves, and nutmeg. These spices, combined with at least 90% meat content and never more than 30% fat, create a sausage that is not only delicious but also gluten-free and health-conscious.
Hellbent’s products have found their way into major food retailers all over the UK, introducing more and more people to the unique flavors of South African cuisine.
“We’ve tweaked Schalk’s family recipe a bit for the Northern Ireland market with the help of Ulster University’s Business School and Dr. Amy Burns in particular. Dr. Burns did a marvelous job and has encouraged us in developing our business,” adds Louis.
The simple act of sharing a meal can bring the world closer together and thanks to Hellbent, the flavours of South Africa are crossing borders and doing just that… over a shared love of good food and great company.
As more people experience the joy of a braai, we celebrate the spread of South Africa’s rich culinary heritage, one delicious boerewors at a time.
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