Shelly Brand launched in 1957 with the company’s focus on production and innovation of everyday food market products. Shelly also found out early that branding would be an important part of its products’ success. Besides in-house gifts like the Zippo lighter, freebies like the pocket protector, playing cards, and the cook-eroo grill were given out.

New products were constantly being introduced. Wieners, kiszka, head cheese, veal loaf, liver sausage, and blood tongue were sold under the Shelly Brand. By the late 1970s, poultry products like chicken roll and turkeys were being made. In the 1980s, a Shellylite line was developed for the health conscience consumer. This line was promoted as having “less salt, fat & lower calories” than comparable cold cuts.