From concept to shelf success in 24 months. Ulster rugby duo Louis Ludik and Schalk van der Merwe love Northern Ireland, so much so that they wanted to make their home here, even after their rugby careers were over. Having tasted the foods we enjoy, they knew the Irish market was ripe for some South African flavours. So they came to us for a brand. Inspired by them and their families, we came up with Hellbent, because this, above all else is truly what they are.

Really buying into the vibe of the brand and acting as an outsourced sales, marketing and design team, the Fourum team have all been determined to help the Hellbent guys get where they need to go. We started with a competitive analysis that resulted in a clear value proposition, market penetration strategy and a strong point of difference. We used this to inform our packaging hierarchy - for us, the perfect mix of creative design and commercial know-how. The results have been positive - Hellbent beef and pork products are now available in artisan delis, Spar and Eurospar across NI.