A SAVVY woman has told how she and her husband went from selling sauce on a market stall to being stocked in some of the biggest supermarket chains across the country.
Pam and James Digva, who founded ‘Sauce Shop’, which retails for around £2.75 a bottle and includes flavors such as Buffalo hot sauce and honey chipotle barbecue sauce, say their product is now supplied in over 400 Tesco stores, as well as being stocked in Waitrose and Asda.
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But not everything was easy…
In a clip shared on TikTok (@sauceshop), Pam, who lives in Nottingham with her husband, reveals the effort it took to get to where they are today.
She starts by explaining how they started making the sauce in their kitchen in 2014 using all-natural ingredients and filled each bottle by hand after working all day.
They then sold the products at a market stall over the weekend, which she says “were a success”.
Following their success, the experienced businesswoman explains that they hired their first team member and purchased new equipment, which resulted in the product being stocked in Sainsbury’s in 2018.
As their business grew, the couple were desperate for more space, so they purchased their first large unit and have since taken over the space next door.
This is a dream come true!
Pam
After creating some “amazing” new sauces – including Brussels sprouts ketchup – Pam and James say they have been working with “even better people”, which has resulted in them investing more in their marketing strategy.
And it looks like the hard work and additional promotional tactics worked because in 2023, they launched their product on Asda.
Not only that, but the couple appeared on Gordon Ramsay’s Future Food Stars and even had their sauces available in the center aisle of Aldi.
Holding a bottle of sauce at her local branch, Pam enthuses: “This is a dream come true!”
After that and with the business continuing to go from strength to strength, Pam explains how they hired an even bigger team and won 3-star Great Taste Awards for their hot buffalo sauce.
In 2023, she says the product began to be stocked at Waitrose and with demand growing, they spent on better equipment that allowed them to produce more than 10,000 bottles of sauce per day.
Constantly looking for ways to move the business forward, Pam reveals she then launched her take-out concept, Tenders and Wings by Sauce Shop, and bought back some “old favourites” – including burnt pineapple hot sauce.
She concludes: “This incredible journey has seen us place five sauces in over 400 Tesco stores across the UK by 2024.”
It didn’t take long for the post to go viral, racking up an impressive 93,000 views and numerous comments from very impressed social media users.
“Honey Chipotle BBQ is a flame,” wrote one.
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A second wrote: “I’ve seen this so many times! I will definitely buy it now.”
A third commented: “I’m getting some of these.”
Meanwhile, a fourth noted: “£2.75 a bottle is actually an unrealistic price, well done for passing on the low prices to the customer, I’ve never seen or eaten that sauce but I’ll 100% be getting it when I see it.”
Another added: “The BBQ sauce is unreal.”
And another one chimed in: “I’ve seen this so many times in the store.
“Now I know the story. That’s the power of marketing. Well done!”
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