Perhaps it’s a delayed reaction to pandemic-induced flavor boredom. A growing percentage of Americans (and Canadians) are seeking novel flavors. Per Innova Market Insights’ 2023 Flavor Survey, 34% of Americans and Canadians say that new, unique, and different flavors most influence their food and beverage flavor choices, up from the 26% the year before.

But higher percentages of Americans and Canadians also said that familiar flavors, better-for-you flavors, traditional flavors, and comforting flavors most influenced their flavor choices in 2023, versus 2022.

The good news for sauce, dressing, and marinade makers is that their category tends to be the top destination for consumers seeking to experiment with flavors. Even so, launches of new sauces and seasonings dipped in 2023, checking in 7.2% below 2022’s haul.

Saucy Tales

For the record, the “Sauces & seasonings” category covers a lot of ground—from seasonings and table sauces to cooking sauces, pasta sauces, mayonnaise and dressings—and more. Sauces of all types pushed ethnic and authenticity buttons in 2023. Some launches pushed both. 

Last fall saw Mars Incorporated introduce five Tasty Bite Simmer Sauces developed by Indian chefs and, “inspired by authentic recipes that represent the diversity in flavors across the region of India.” Varieties include Tikka Masala, Butter Chicken, Coconut Korma, Spicy Vindaloo and a South Indian Curry. Bono USA, Landing, N.J., introduced a seven-item line of Bono Authentic Italian Pasta Sauces with a “truly authentic taste of Italy” from 100% Italian ingredients including tomatoes from the country’s well-known “Parma Food Valley.”

Adding some intriguing new wrinkles were chili oil and chili crunch products from CY Eats, New York, N.Y., Hidden Valley Ranch (Clorox Co.) and James Beard award-winning chef Stephanie Izard. Wanting to capture the authentic tastes of China, CY Eats introduced Original MáLà Chili Oil and a Spicy MáLà Chili Oils. The business is a venture between food influencer Christine Yi, and her partner, James Tracey, a nationally lauded chef. Similarly, Hidden Valley partnered on a limited-time offering with chef Stephanie Izard (The Little Goat) to create a co-branded Ranch Chili Crunch.

Chicago’s Primal Kitchen LLC (Kraft-Heinz), combined ethnic authenticity with specialty diet appeal. Included among five new products were Organic Korean BBQ Sauce and Organic Honey Teriyaki sauces. Officials say all Primal Kitchen sauces offer a hint of sweetness with ingredients like organic honey or organic fruit juices. They also feature no soy, canola, or artificial sweeteners. Also targeting special diets as Yo Mama’s Foods, Clearwater, Fla. This January brought Yo Mama’s Sensitive Marinara, a tomato sauce for those following low-FODMAP diets or sensitive to onions and garlic.

Other new sauces simply push full flavor. Dressing and sauce maker Litehouse Inc. partnered with celebrity chef Guy Fieri on nine “off-the-chain” premium barbecue and condiment sauces. The new Flavortown line includes Guy’s Famous Donkey Sauce, Kickin’ Chipotle Sauce, Smokin’ Hickory BBQ Sauce. Taking a more traditional approach was Mizkan America Inc. whose three new RAGÚ Kettle Cooked sauces feature crushed tomato, basil, oregano and fresh garlic and promise from-scratch flavor thanks to the slow simmering process.

Make no mistake: hot and spicy flavors continue to captivate sauce makers and chili is the #1 table sauce flavor in the USA, per Innova Market Insights. Cholula, reportedly the #1 Mexican hot sauce in the world, branched into salsa with a line offering Salsa Verde and Smoky Chipotle. Conversely, MegaMex Foods took its Herdez salsa brand into hot sauce with a new Herdez Habanero Hot Sauce.

Big brands are taking note. Kraft Heinz added three spicy ketchups in 2023 including Tomato Ketchup Blended with Chipotle and Tomato Ketchup Blended with Habanero. Heinz even turned up the temperature of its hot sauce with Heinz Hot 57 Sauce.

Hot sauce is a fragmented market, making it difficult for newcomers to stand out, explaining new entrants that leverage the name recognition of successful brands.

That describes new Mtn Dew Baja Blast Hot Sauce, although this “one-off” (produced with Houston’s iBurn hot sauce shop) is more of a publicity stunt than anything else. Launched around National Hot Sauce Day in 2023, Baja Blast blends the “iconic tropical lime flavor of the beloved Mtn Dew Baja Blast with habanero peppers, green chilies, and jalapeno peppers.” Only 750 bottles of the limited-edition hot sauce were produced.

Hoping to leverage the success of Bravo’s Top Chef program (now in its 20th season) Top Chef Heatonist Hot Sauce includes input from Top Chef Season 12 winner, Mei Lin, and comes in three bold flavors including Peppercorn.

There are signs that hot sauce makers are broadening beyond heat. The debut of Frank’s RedHot Dill Pickle Hot Sauce with its tangy dill pickle flavor may be a sign that hot sauce makers want to add other flavor notes. Last May saw Kelchner Food Products, Eau Claire, Wis., launch  a Smoky Maple Chipotle marinade. In the fall, Bushwick Kitchen expanded its Weak Knees hot sauce line with three unique flavors: Habanero +Smokey Strawberry, Scotch Bonnet + Grilled Peach, and Jalapeno + Crisp Apple.

That could be good news for Sauce Ventures LLC, Los Angeles. This premium truffle-based products maker extended its TRUFF line with a Jalapeno Lime Hot Sauce, an early 2024 entry that combines jalapeno peppers and lime with black winter truffle.

Chef Eric Ripert (New York City’s Le Bernardin) partnered with Nature’s Fynd, a food company making meat and dairy alternatives with Fy™, a nutritional fungi protein. Last summer they introduced Vegan Fy Dressings in three varieties: Zesty Goddess, Miso Caesar and Herbed Ranch. Officials say Fy is 50% protein, a good source of fiber, packed with all twenty amino acids, and low in fat. Photo courtesy of Nature’s Fynd

All Dressed Up

Salad dressing also is known for its product proliferation, a challenge for new products to stand out.

But standing out is easier for familiar brands. California Pizza Kitchen is just such a brand, one that teamed up with Litehouse Foods to launch five new salad dressing flavors including Sriracha Ranch Dressing. Similarly, Chick-fil-A went national with four 12oz bottled retail sauces made popular from its restaurants: Avocado Lime Ranch, Garden Herb Ranch, Creamy Salsa and Zesty Apple Cider Vinaigrette. 

Speaking of ranch, The Clorox Company’s Hidden Valley Ranch literally doubled down last fall with a new Double Ranch offering with “double the herbs, double the spices, double the flavor.” Also showcasing flavor was the Kraft-Heinz Company’s KRAFT Real Mayo brand. Last summer, it debuted a KRAFT Mayo Buffalo Style Dressing with mayonnaise, cayenne pepper puree, butter and vinegar.

“Better-for-you” dressings address consumer a wide range of consumer concerns and issues—everything from weight management to corporate sustainability.

Litehouse’s 40-Calorie Yogurt Dressing & Dip line is lower in fat and calories than the typical salad dressing line, without sacrificing taste. The four-flavor refrigerated line includes Avocado Cilantro and Tzatziki Ranch flavors. Last May saw Brianna’s Fine Salad Dressings, Brenham, Texas, introduce seven new items including two sugar-free dressings (Rich Poppy Seed, Blush Wine Vinaigrette) and an Avocado Oil Caesar made with heart-healthy avocado oil.

Taking another approach where Chef Eric Ripert (New York City’s Le Bernardin) and Nature’s Fynd, a food company making meat and dairy alternatives with Fy™, a nutritional fungi protein. Last summer, they partnered to develop and launch Vegan Fy Dressings in three varieties: Zesty Goddess, Miso Caesar and Herbed Ranch. Officials say Fy is 50% protein, a good source of fiber, packed with all twenty amino acids, and low in fat.

Other flavors to watch in 2024 include the savory umami flavor profile. Kikkoman’s Umami Joy Sauce with “no soy” and “no wheat” (with tomato is a base ingredient) is one to watch here. Interestingly enough, web hits on the term “umami” in the Innova New Products Database for launches in the Sauces & Seasoning category more than doubled between 2020 and 2023.