Seasonings and sauces challenger Lumberjaxe is setting its sights on an expansion into the US.
The business, launched by brothers Brendon and Jaydon Manders from their kitchen table in 2020, has scaled its UK retail presence since securing investment from an appearance on Dragons’ Den in 2025. Backed by guest dragon Emma Grede, Luberjaxe rolled out in Asda following a nationwide ‘Specialbuy’ campaign with Aldi last summer.
The brothers are now turning their attention to the US market and are looking for further investment ahead of a planned 2027 launch.
Lumberjaxe said the US was a natural market for the American-inspired brand given the popularity of barbecue sauces, rubs and seasonings.
“We’ve always felt America was a really natural market for Lumberjaxe because BBQ and outdoor grilling are such a huge part of the food culture there,” Brendon Manders said.
“We’ve built out the brand in the UK around all-American-inspired flavours, so in some ways we’re taking the proposition back to where the inspiration came from. But we’re really excited by the size of the opportunity. BBQ and grilling are such a huge part of American food culture, and that gives us a great platform for Lumberjaxe, especially with the fact that our flavours are lower in salt and sugar and preservative-free.
“We’ve already proved that consumers in the UK love the flavours and the brand, and now we have the opportunity to take that into the market that inspired the brand in the first place. We’re looking forward to finding the right retail partners and showing American consumers what Lumberjaxe is all about with a planned launch for 2027.”
Lumberjaxe plans to establish a manufacturing base in the US rather than exporting finished products from the UK.
“US manufacturing is a really important part of the plan for us because we want to build something that is genuinely based in America rather than simply making everything in Britain and shipping it across the Atlantic,” Brendon added.
“We’re already talking to potential manufacturing partners and exploring what the right set-up could look like, and it’s exciting to think about building Lumberjaxe’s presence in the US from the ground up.”
Lumberjaxe is looking at bringing additional investment into the business to support its US move.
Jaydon Manders said: “Now we’re looking at what the next stage of investment could look like because we want to make sure we have the right resources and the right people around us as we enter the US. It’s about finding investment that can help us build the manufacturing, distribution and retail side of the business and give us the platform to really grow the brand.”
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