Nuttelex
Australian margarine and plant-based spread brand established in 1932.
Last updated August 24, 2026
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Overview
Nuttelex is an Australian margarine and plant-based spread brand whose first products were manufactured in Melbourne in 1932. It is described as the oldest margarine brand in Australia and developed within a market historically shaped by strong dairy-industry influence, restrictive regulation and production quotas intended to protect butter. The business was founded by Hugh Halpin and later acquired in 1941 by Gordon McNally and Ted Mayes. Their partnership ended after a disagreement in 1947, when Mayes departed and went on to establish the Meadow Lea margarine brand. During its early decades, Nuttelex operated in a difficult regulatory environment. Victorian legislation had restricted margarine colouring and required it to be visually distinguished from butter. Production quotas introduced during the 1930s also limited the amount of margarine that could be made. Gordon McNally lobbied politicians for greater quota allowances, although the increases he obtained were limited. The final margarine quota in Victoria was not removed until 1990, making deregulation an important milestone for the category in which Nuttelex operated. The brand became notable beyond its products for McNally's intervention in retail pricing. In the early 1990s, he placed newspaper advertisements alleging that Coles and Safeway had increased Nuttelex's retail price even though the wholesale price had not changed. The advertisements directed shoppers to Franklins and Jewel, which had not made the same increase. The supermarket chains subsequently reduced the price, although their management was reported to have been angered by the public criticism. After McNally died in 1996, his son Ian G. McNally assumed control of the company. By 2006, Nuttelex was producing approximately 3,500 tonnes of margarine annually and held about 8 percent of Australia's margarine market. The business also exported to Southeast Asia. Its product range has been oriented toward consumers seeking alternatives suited to vegetarian and vegan diets, allergy-related needs and particular religious dietary requirements. The products are described as being made without animal ingredients or genetically modified ingredients. Nuttelex's original formulation contained nuts and its packaging used a squirrel emblem, but nuts were later removed and the squirrel identity was phased out. The brand remains associated with Australian plant-based spreads, although detailed current ownership, management and corporate structure are not established in the supplied sources.
History
Nuttelex began in Melbourne in 1932, when Hugh Halpin established a margarine business using the Nuttelex name. Its emergence coincided with a period in which margarine faced substantial institutional resistance from Australia's dairy industry. Butter producers possessed considerable political influence, and Victorian law treated margarine as a product that needed to be clearly differentiated from butter. Earlier legislation had restricted margarine colouring, while a 1936 requirement mandated a saffron colour. Production quotas introduced during the 1930s further limited the quantity of margarine that manufacturers could produce. In 1941, Gordon McNally and Ted Mayes formed a partnership and acquired Nuttelex. The arrangement lasted until 1947, when a disagreement caused the partnership to dissolve. Mayes left and subsequently created Meadow Lea, another Australian margarine brand. McNally remained closely associated with Nuttelex for the following decades and became an advocate for expanding the permitted production of margarine. He visited politicians to lobby for higher quotas, but the increases achieved were modest. The regulatory environment remained in place for many years; Victoria's last margarine quota was not abolished until 1990. McNally also developed a reputation for confronting powerful retailers. In the early 1990s, he used newspaper advertising to complain that Coles and Safeway had increased the shelf price of Nuttelex even though the wholesale price had remained unchanged. Rather than limiting the dispute to private negotiations, the advertisements encouraged consumers to purchase Nuttelex from Franklins or Jewel, where the price had not been raised. Coles and Safeway subsequently lowered their prices, although their management was reportedly displeased by the public criticism. After Gordon McNally died in 1996, aged 91, his son Ian G. McNally took over the business. By 2006, the company was reported to produce approximately 3,500 tonnes of margarine per year and to hold an 8 percent share of the Australian margarine market. It also exported products to Southeast Asia. Nuttelex developed a differentiated position by making margarines for consumers avoiding animal products, as well as for people with allergies, vegetarians, vegans and those observing specific religious dietary requirements. The products were described as free from animal ingredients and genetically modified ingredients. The brand's identity has changed over time. Earlier Nuttelex products contained nuts, and the packaging featured a squirrel symbol. Nuts were later removed from the product and the squirrel logo was phased out. This reflects the brand's movement toward a broader plant-based and allergy-conscious positioning rather than an identity built around its original name and imagery. Nuttelex is recognized as a long-running Australian margarine brand, but the supplied reference does not establish its current corporate ownership, precise present-day product range, current management team or official website.
- 2006
Reported production and market position
[1]The business is reported to manufacture around 3,500 tonnes annually, hold 8 percent of Australia's margarine market and export to Southeast Asia.
- 1996
Ian G. McNally assumes control
[1]Ian G. McNally takes over the company after his father's death.
- 1990
Victorian margarine quota system ends
[1]The final margarine quota in Victoria is abolished.
- 1947
Ownership partnership dissolves
[1]A disagreement ends the partnership; Ted Mayes leaves and later starts Meadow Lea.
- 1941
McNally and Mayes acquire the business
[1]Gordon McNally and Ted Mayes form a partnership and take over Nuttelex.
- 1932
Nuttelex is founded in Melbourne
[1]Hugh Halpin establishes the Nuttelex margarine business in Melbourne.
Products and positioning
An Australian plant-based spread brand focused on dairy-free, animal-free and non-GM margarine products for mainstream, vegetarian, vegan, allergy-conscious and religious-diet consumers.
Plant-based spread · 1932
Nuttelex margarine and plant-based spreads
Nuttelex's core offering is margarine and spread products made without animal ingredients or genetically modified ingredients, according to the supplied reference. The range has been associated with vegetarian and vegan diets, allergy-conscious consumers and religious dietary requirements. The original product contained nuts, but later formulations no longer used nuts. The available source does not identify individual current product variants or launch dates.
Marketing campaigns
- 1990Retail price comparison newspaper advertisements
Australia
Gordon McNally used newspaper advertisements to challenge retail price increases applied by Coles and Safeway to Nuttelex. The advertising directed shoppers toward Franklins and Jewel, where the price had not been increased.
Outcome. Coles and Safeway reduced the retail price, although the supermarket operators were reportedly angered by the public criticism.
Brand decisions
1990
Public challenge to supermarket pricingPrice changeBackground
Nuttelex owner Gordon McNally alleged that Coles and Safeway had increased the consumer price of Nuttelex without an increase in the wholesale price.
Action taken
McNally published newspaper advertisements directing consumers to buy Nuttelex from Franklins or Jewel, which had retained lower prices.
Aftermath
The two supermarket chains dropped the price, while their management was reportedly unhappy with the public rebuke.
- Coles — Coles reduced the retail price after the public criticism.
- Safeway — Safeway reduced the retail price after the public criticism.
Recent events
- 2006
Nuttelex reports established Australian manufacturing scale[1]
Other
Nuttelex was reported to be manufacturing about 3,500 tonnes of margarine annually, holding approximately 8 percent of the Australian margarine market and exporting to Southeast Asia.
- 1996
Ian G. McNally takes over after Gordon McNally's death[1]
Leadership change
Following Gordon McNally's death at age 91, his son Ian G. McNally assumed control of the company.
- 1990
Victoria removes its final margarine quota[1]
Regulation
The last Victorian margarine production quota was abolished, ending a regulatory restriction that had limited the category and protected the butter industry.
- 1990
Nuttelex retail-price dispute with major supermarkets[1]
Pricing · Campaign
In the early 1990s, Gordon McNally publicly accused Coles and Safeway of raising Nuttelex's retail price without a corresponding wholesale increase. The chains later reduced the price.
- 1947
Partnership dissolution leads to Meadow Lea launch[1]
Other
A disagreement ended the McNally–Mayes partnership. Mayes left the business and later established the Meadow Lea margarine brand.
- 1941
Nuttelex acquired by Gordon McNally and Ted Mayes[1]
M&A
Gordon McNally and Ted Mayes formed a partnership and acquired the Nuttelex business.
- 1932
Nuttelex business founded in Melbourne[1]
Other
Hugh Halpin founded the Nuttelex business in Melbourne, beginning a brand that would become one of Australia's long-established margarine names.
Sources1 sources
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