Santa Maria’s new The World of BBQ range is an authentic, easy-to-use range of eight high-quality vegan-friendly sauces, developed for use in professional kitchens.
The range takes inspiration from iconic American BBQ regions, global grilling traditions and emerging flavour trends, covering some of the world’s most flavour-forward barbecue styles – from Kansas City and Memphis to South Carolina, Alabama, New Mexico, South Africa and Korea.
Each sauce is designed to work as a glaze dip, topping or side, allowing operators to add bold, global BBQ flavour across dishes such as wings or ribs, burgers or loaded fries, wraps and plant-based options without adding extra prep or complexity.
Nick Minchin, Head of Regional Marketing UK&I and BeNe, Paulig PRO, tells Wholesale Manager what the inspiration for the new range was and about the thinking behind the refreshed PP branding and positioning.
How much is the BBQ sauces market worth?
The UK barbecue (BBQ) seasoning and sauce market is showing strong momentum – and is expected to grow at a CAGR of 3.8% from 2022 to 20301. The UK BBQ sauce market is projected to reach approximately USD 0.43 billion (around £340 million) by 20262. This growth reflects not just seasonal barbecuing but also a broader, year-round appetite for bold, global flavours that sauces help deliver across menus and retail ranges alike.
What are the biggest trends driving the BBQ sauces market?
We’re seeing a clear shift towards bolder, more authentic international flavours, driven by consumers’ desire for new and exciting food experiences. Research from Bidfood’s 2025 trends survey shows that over half of consumers (53%) want to try the latest food trends3, while HRA Global research highlights that 73% are likely to buy new products inspired by international cuisines4. Even more telling, 90% of consumers say they’re open to exploring global flavours5, underlining the growing opportunity for operators to introduce more adventurous BBQ offerings on their menus.
A growing interest in authenticity and discovery is fuelling this trend explosion, with nearly half of consumers (47%) motivated by authentic ingredients, flavours and formats choices, while 29% cite enjoyment of exploring new cultures through food6.
The new wave of pitmasters has definitely opened up the world of BBQ, and the market is reacting. While classic American styles remain the foundation and first point of reference, the BBQ landscape is evolving through innovation, embracing creativity and diversity like never before.
Craft players are constantly looking for unique twists and ways to stand out, innovate, improve and refresh their menus. They draw inspiration from around the globe, incorporating flavours, techniques and traditions that expand the definition of BBQ. From the sweet-savoury marinades of Korean bulgogi to the smoky, communal fire of a South African braai, these global influences are reshaping what a BBQ can be. The result is a BBQ landscape that’s more diverse, inclusive, fun and exciting than ever before!
Tell us about the new Santa Maria The World of BBQ range. What is the inspiration for the range?
Drawing inspiration from iconic American BBQ regions, global grilling traditions and emerging flavour trends, our new, easy-to-use ‘The World of BBQ’ range spans some of the world’s most flavour-forward barbecue styles – from Kansas City and Memphis to South Carolina, Alabama, New Mexico, South Africa and Korea.
Developed for use across QSR, casual dining, pubs and bars, on-the-go outlets and contract catering, the range has been carefully crafted to deliver consistent, authentic BBQ flavour with maximum versatility to suit the differing audience needs. Each sauce can be used as a glaze, dip, topping or side – helping operators refresh menus, add global variety and create craveable dishes without additional prep or specialist skills. How many different variants are in the range? Is the range vegan friendly?
The range comprises eight high-quality sauces, developed specifically for professional kitchens. All products are vegan-friendly, with the exception of the Alabama White Style BBQ Sauce, which is vegetarian: • Kansas City Original Style BBQ Sauce – rich tomato tang, brown sugar sweetness and balanced smokiness.
• Memphis Hickory Style BBQ Sauce – sweet, smoky and gently spicy with deep hickory notes.
• New Mexico Chipotle Style BBQ Sauce – smoky and complex with chipotle, coriander seeds and warming spices.
• Kentucky Bourbon Style BBQ Sauce – full-bodied with tangy tomato, brown sugar sweetness and a subtle smoky bourbon finish.
• South Carolina Golden Style BBQ Sauce – bold, tangy and lightly sweet, inspired by the state’s iconic golden sauce.
• Alabama White Style BBQ Sauce (Vegetarian) – creamy, tangy and peppery with a distinctive zesty kick.
• South African Braai Style BBQ Sauce – savoury and tangy with tomato, vinegar and aromatic spices.
• Korean Gochujang Style BBQ Sauce – ‘swicy’ (sweet and spicy) with deep umami richness.
What are your predictions for the BBQ sauces category for the next five years?
Over the next five years, the BBQ sauces category is set to see sustained growth in both value and everyday relevance. Demand will continue to rise for bold, globally inspired flavours alongside trusted classics, while premiumisation will accelerate, with consumers placing greater emphasis on quality ingredients, provenance and authentic flavour profiles.
Health-forward options – such as reduced-sugar and plant-based options will become more mainstream. At the same time, usage will broaden, with sauces increasingly used as marinades, dips and versatile flavour enhancers across street-food and casual dining occasions.
Overall, the category will evolve to become flavour-led, premium, and versatile, offering creative twists on classic favourites to meet growing consumer demand for global flavours.
Tell us about the refreshed PP branding and positioning. What is the thinking behind this?
The refreshed Paulig PRO branding highlights our role as a true “partner in taste” for chefs and foodservice professionals. It reflects our commitment to providing trend-led, practical solutions that help operators deliver consistent, high-quality flavours while making kitchens more efficient and profitable. The new branding and positioning emphasises our expertise, global flavour inspiration, and focus on supporting operators every step of the way.
What are your key products that wholesalers should be stocking?
Wholesalers should focus on our core Santa Maria foodservice range, including tortilla wraps and chips, which provide versatile, reliable carriers for global flavours and everyday menus. Our sauces and seasonings, from BBQ to global trend-inspired profiles, make menu innovation simple, while our Mexican staples, including salsas, spice mixes, and other essentials, ensure authentic flavours and broad cross-category appeal. These products allow foodservice operators to deliver flavour-forward dishes with consistency and efficiency.
What sets your brand apart from the others?
Paulig PRO stands out through its combination of heritage, trusted brands, and deep foodservice insight – backed by 150 years of expertise. We offer professional solutions, trend-driven concepts, and reliable quality across sauces, seasonings, carriers, and more. Whether you’re in foodservice or an office setting, every day is about more than getting the job done. It’s about winning trust and staying ahead in a fast-moving world. That takes consistency. And that’s where Paulig PRO comes in. We are your partner in taste – providing smarter solutions to keep quality high, service smooth and selections fresh. Nothing matters more than great taste. It’s what builds trust and keeps your guests coming back for more. That’s why quality always comes first – in every batch of spices, every pack of tortillas and every bottle of sauce. By working closely with chefs and providing menu inspiration and support, we go beyond being a supplier to becoming a true partner in helping operators succeed.
What are your brand values?
Our values centre on delivering great taste and consistent quality, driving innovation and staying relevant to trends, providing practical solutions that save time and enhance performance, and promoting sustainability and responsibility without compromising quality or taste.
How do you work with wholesalers to help them grow sales?
At Paulig PRO, we see ourselves as flavour experts and a practical partner for operators. With a deep understanding of world taste trends, our globally inspired ranges are designed to help wholesalers deliver exactly what operators need right now – exciting, on-trend ingredients that make it easier to stand out and keep guests coming back. Our comprehensive marketing resources include expertly developed concept brochures for The World of BBQ, Indian, Korean and Eastern Mediterranean cuisines. They include recipes, insights, and expert knowledge on emerging flavour trends, and are available to download from our website to help inspire menu innovation, excite customers, and maximise the full potential of our ranges.
For more information, please visit www.pauligpro.com/uk
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