Hot sauces are experiencing a scorching surge in popularity across the UK, eclipsing classic British staples such as HP Sauce, Heinz Tomato Ketchup and mayonnaise.
“We’re seeing our customers using bold flavours and experimenting with heat to see how it can elevate a dish,” says Will Torrent, senior brand development chef at Waitrose.
Searches for spicy sauces on the supermarket’s website have jumped 43% over the past month, highlighting a shift toward bold, flavour-packed condiments.
Among those fuelling the craze is Brooklyn Peltz Beckham, who has launched his own brand, Cloud23, blending his passion for cookery with a commitment to premium organic ingredients.
Brooklyn, 25, began crafting his own hot sauces in 2021, sourcing high-quality organic peppers for maximum flavour – and Cloud23’s debut sauces, Hot Habanero and Sweet Jalapeño, bring a refined, pepper-focused taste.
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