The Flava People brings back ‘cult’ sauce brand Meat Lust and adds Yo and Guinness lines

The Flava People has relaunched sauce brand Meat Lust alongside a pair of sauce ranges co-branded with Yo and Guinness.

It has developed a six-strong range of American-inspired BBQ sauces under the Meat Lust brand. They are: Boozy BBQ, Fiery Buffalo, Hot Honey, BBQ Mop. Green Sweet Chilli and Ghost Chilli (rsps: £2.50/200ml). 

All six have rolled out this week in 225 Morrisons stores as part of the retailer’s revamped Market Street concept.

Originally launched in 2014, Meat Lust “quickly gained a cult following for its no-apologies approach to bold flavour”, said The Flava People. In 2018, the brand teamed up with Man vs Food star Adam Richman, in a move that cemented its place as a “category-defining brand”, the supplier claimed.

While never officially discontinued, Meat Lust posted on social media in April 2022 to advise it did not currently have stock of its sauces online “due to unforeseen circumstances”.

The brand was last spotted in Aldi in August 2022, having been delisted from other retailers including Morrisons, Sainsbury’s and Asda, according to Assosia data.

Meat Lust was now making a return with “refined recipes and fresh branding for today’s adventurous, flavour-driven consumer”, The Flava People said.

“We’re thrilled to bring Meat Lust back to shelves with Morrisons,” said Scott Dixon, MD at The Flava People. “Market Street is the perfect home for a brand like ours, one that’s rooted in craft, flavour and a genuine love of food. We can’t wait to see how shoppers make these sauces their own.”

Meanwhile, The Flava People has also introduced five Asian-style sauces under the Yo brand, as well as a trio of Guinness sauces and two Guinness gravies.

The Yo range comprises Katsu Curry, Teriyaki, Sweet Chilli, Soy, Ginger & Garlic, Japanese Style BBQ and Sweet & Sour, while the Guinness lineup features sauces in Chipotle, BBQ and Tomato Ketchup, and gravies in chicken and beef.

In total, 17 new SKUs have landed exclusively in Morrisons stores, priced at £2.50 each or on a two-for-£4 deal.

“We’re delighted to collaborate with Morrisons on this launch,” said Dixon. “With our proven ability to curate, test and scale first-to-market products, we can help retailers bring exciting, brand-led innovation to customers at pace.

“This partnership is a great example of how fast-tracked product development and brand collaborations can unlock new growth and add real interest to traditional categories.”