Crucials Timeline

A Brand Built by Word of Mouth!

Click on a date to find out more

Back to 2001
Now
MAY 2017
IT’S FRESH OFF THE PRESS!

IT’S FRESH OFF THE PRESS!

In May 2017 we launched our new label range and brand development. A twist on our classic label with improved stand-out and larger label for the 1 Litre, we hope you like them!

Read more

APRIL 2017
BY POPULAR DEMAND!

BY POPULAR DEMAND!

In April 2017 we added 2 new sauce flavours to our range Kebab House Chilli & Tartare Sauce.

Our 2 new flavours are the missing pieces to complete our takeaway range.

FEBRUARY 2017
WE ARE PROUD TO SPONSOR THE 2017 KEBAB AWARDS!

WE ARE PROUD TO SPONSOR THE 2017 KEBAB AWARDS!

The 5th British Kebab Awards 2017 was held on the 26th February, with Crucials as proud sponsor. Congratulations to all the fabulous award winners this year.

JANUARY 2017
BUSY COOKING!

BUSY COOKING!

We have been busy researching and developing some new flavours, watch this space to find out which ones make the cut!

SEPTEMBER 2016
TAKEAWAY EXPO 2016

TAKEAWAY EXPO 2016

Crucials were delighted to be at the Takeaway Expo 2016 in September. We were thrilled to get so much fantastic feedback from everyone who visited our stand and tried our delicious sauces.

April 2016
A BRAND NEW LOOK FOR CRUCIALS

A BRAND NEW LOOK FOR CRUCIALS

We are very pleased to announce the launch of our new website! Along with a fresh new look, we have included some extra features and detailed content to share more information about us.

March 2016
2 NEW DIP FLAVOURS

2 NEW DIP FLAVOURS

In March 2016 we added 2 new flavours to our salsa and dips range - Introducing Raita Yoghurt and Mint dip and Sweet Chilli & Lime dip!

Our 2 new tasty flavours are a perfect complement to your favourite Indian dish, and they’re great as a party dip too!

November 2015
INTRODUCING A NEW RANGE OF PRODUCTS

INTRODUCING A NEW RANGE OF PRODUCTS

In 2015 we added a range of 4 salsas and dips to our range of products.

September 2015
NEW LISTINGS AND NEW JOBS!

NEW LISTINGS AND NEW JOBS!

Asda listed Crucials. Available to buy online at ASDA here.

More jobs were created, the success was empowering for the work force.

April 2015
CARS HAVE AN MOT TEST, FOOD BUSINESSES HAVE THE BRC AUDIT!

CARS HAVE AN MOT TEST, FOOD BUSINESSES HAVE THE BRC AUDIT!

We implemented the BRC quality management system and passed with A grade.

Now equipped with the BRC accreditation, we could confidently take the brand further afield.

2014

LET'S CELEBRATE, GET THE CAKES IN!

Whether it's a record production output, trying new working patterns or personal achievements to name three, it's KFC, pizza, Maccy D's, ice cream or cake to celebrate for all!

The business was now complete with a management structure that was implemented delicately as not to impede the unique Company ethos.

"We are all equal, we just have different responsibilities"

Gabe's simple philosophy that empowered the employees that collectively built the brand.

We now have 25 flavours!

2013
WE NEED HELP, REAL HELP!

WE NEED HELP, REAL HELP!

Demand for Crucial sauce was growing. Gabe and his entrepreneurial business needed serious back up. Enter SHS Group who acquired the business and started to build a much needed infrastructure to take the brand to the next level. "The brand has something magical, let’s protect it" said the new owners.

2012
MORRISONS STOCK CRUCIALS

MORRISONS STOCK CRUCIALS

Interest from WM Morrison's meant we had arrived in mainstream retail. More jobs were generated at all levels. We created a limited edition 'The Nations 2012 Sauce' to celebrate the Great British Olympics (click here to read more)

We now have 19 flavours!

June 2011
HAPPY 10TH BIRTHDAY CRUCIALS!

HAPPY 10TH BIRTHDAY CRUCIALS!

Crucials turned 10 years old in June 2011!

Lots of birthday celebrations and lots and lots of cake!

February 2011
ANOTHER HIGH SPEED FILLING MACHINE PLEASE?

ANOTHER HIGH SPEED FILLING MACHINE PLEASE?

The well-overdue second high speed filling machine arrived and was put straight into action, working every day to cope with the growing demand. The factory also grew as we ordered new larger cooking tanks.

2010
WE GREW 72%

WE GREW 72%

After another colossal year of growth at 72%, indicating the brand was unstoppable. Crucials was now being seen rubbing shoulders on the same shelves as the industry massive namely Heinz, HP Sauce and Branston.

One high speed filling machine was not enough anymore... help!

We now have 15 flavours!

2009

LAUNCH OF THE 500ML BOTTLE & WE GREW 80%

We launched the 500ml retail size in a 'mini me' version of our food service 1 litre and the stuff started leaving the factory in 26 pallet loads. With the factory armed with a new high speed filling machine we had capacity and we grew 80%. The brand grew in its perfect placement – The discounters namely B&M Bargains, Poundstretcher, Heron Foods and The Range.

2 ½ years after we move, guess what... we need more space! Fortunately the unit next door became available allowing us to expand even further to try and satisfy the growing demand. Now with the double the space we could go for gold!

2008

2376 BOTTLES SOLD IN A SINGLE DAY

Gabe Gabriel, founder and Managing Director of Crucials was invited by a market trader to Polesworth Market on a spring bank holiday, where Crucials was being sold. The trader sold an enormous amount of sauce - 2,376 catering 1 litre bottles of sauce in one day!

This was a defining moment for the company, the realisation that people had embraced the brand. With the scene set, it was time to think retail to take the brand to the masses.

2007
TOO BUSY - WE CAN'T TALK RIGHT NOW

TOO BUSY - WE CAN'T TALK RIGHT NOW

Busy busy busy busy busy busy busy busy busy busy busy busy busy busy busy busy busy busy busy busy busy busy busy busy busy busy making sauce!

2006

EVERYONE'S GONE CRUCIAL MAD & WE NEED MORE SPACE... AGAIN!

By now the brand had started to be recognised by its brand name, creating a following. Market traders were in their element with booming sales of Crucials. The sale of 500 bottles per day at each market or car boot sales was an average, with loads of pallets going to markets we were truly beginning to cover the country in sauce.

Thai Style Chilli, Curry Sauce and other limited editions were added to the range. It was just getting busier and busier and in July 2006 we moved to a unit, over 6,000 square feet. The timing was spot on.

2005
OOPS!

OOPS!

The introduction of mayonnaise based products: Smooth Mayo, Garlic Mayo and Yoghurt & Mint. Interestingly a factory operator misunderstood some instructions and added chilli to our Garlic Mayo! The taste was so nice that we decided to explore flavours. A few ingredient tweaks here and there and 'hey presto' Spicy Mayo was born!

We now have 11 flavours!

2004

OUR SAUCE IS GETTING ABOUT!

2004 was about space (more like the lack of space!) Bursting at the seams we took a further unit on the same trading estate. Market traders found a niche product to sell – Crucials! People got to know it as the sauce chippies use, that isn’t available in shops.

Market traders were in essence our ‘Brand Ambassadors’ spreading the sauce around the country and creating brand recognition.

2003
MORE RECIPES!

MORE RECIPES!

2003 saw further additions namely Brown Sauce, Burger Mustard and Tomato Ketchup not forgetting our classic Mint Sauce. We were now
becoming a serious contender in supplying mobile caterers and fast food establishments.

We now have 7 flavours!

2002
THE CHIP SHOP FAVOURITE

THE CHIP SHOP FAVOURITE

The famous chip shop favourite 'Crucials Hot Stuff Chilli Sauce' was our first sauce. In 2002 Extra Hot Chilli and Barbecue Sauce were created and added to the range.

We now have 3 flavours!

2001

A BUSINESS PLAN THAT STARTED ON THE BACK OF AN ENVELOPE

After scribbling out a business plan on the back of an envelope we said “Let’s do it!”. The Crucial Sauce Company was born. The idea was to develop a high quality sauce for the fast food and takeaway market which still offered value for money.

At the time this particular area of the market was saturated by poor quality sauces and we saw an opportunity! We compromised profit to offer quality and value. These values still resonate throughout our business today. We started out in a 1,000 sq. ft unit in Nechells Birmingham.

The journey of Crucials begins!
1 sauce + 2 sauces = 3 sauces – lets cook
Burger vans here we come!
"The sauce chippies use that isn't available in shops"
That top selling sauce was the happy result of a mistake!
500 bottles sold per day at each market!
Busy busy busy busy!
"The day we realised we were onto something big"
More space please!!
Crucials, Heinz, HP Sauce and Branston on the same shelf
Can we have some larger cooking tanks while we’re at it?
Hip hip, hooray!
6 million squirts of sauce and growing
"The brand has something magical, let’s protect it"
We now have 25 flavours!
We passed with A Grade!
"The success was empowering for the work force."
Our new salsa and dip range is very, very tasty!
2 brand new tasty dip flavours!
Let us know what you think!
takeaway innovation
watch this space!
official sauce partner 2017
2 brand new flavours!
new look packaging
© 2017 The Crucial Sauce Company