Oh My Glaze, the sauce brand co-founded by soap actor and 2026 I’m A Celebrity winner Adam Thomas, has secured its first major supermarket listing, rolling out three lines in Asda.
Crazy Cajun, Maple BBQ and Bonkers Buffalo have launched in 200 stores nationwide (rsp: £2.49/200ml).The brand’s wider portfolio, which includes Mighty Mexican Chipotle, Messy Mango Coconut, and Jazzy Jerk, was previously available only via DTC and Amazon.
Oh My Glaze said it aims to shake up the sauce category with products made from natural ingredients that don’t compromise on taste. Its UPF-free sauces contain no oils and are “lower in salt and sugar than benchmark products on the market”, it claimed. They are also vegan and gluten-free.
“We wanted to create sauces that people actually use every day. Big flavour, versatile and easy to throw into real meals at home,” said Thomas. “For us, it was important that the ingredients matched that too. You shouldn’t have to compromise on taste to get something made with better ingredients.”
Oh My Glaze, founded by Thomas and close friend Scott Graham in 2015, has also expanded its leadership team with the appointment of Robyn McManus as director. McManus, also a director at AMG Retail Consultancy, will bring additional fmcg and commercial expertise as the brand looks to “scale across retail and e-commerce channels”.
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