Oh My Glaze relaunches as challenger brand in UK sauces category

Oh My Glaze, the sauce brand co-founded by actor, entrepreneur and I’m A Celebrity winner Adam Thomas, is relaunching with a renewed focus on flavour, functionality and everyday use, with initial listings secured with a major UK grocery retailer from mid-May, and further retail expansion planned. 

The initial rollout will see two SKUs; Crazy Cajun Maple BBQ and Bonkers Buffalo, launch into UK retail shortly after, following an initial direct-to-consumer rollout. 

The relaunch marks a new phase for the brand, with a sharpened proposition centred on delivering “proper flavour” for real-life cooking. The range is designed to upgrade everyday meals through versatile, multi-use sauces that can be used hot or cold - dipped, drizzled or used as marinades - combining bold flavour with a focus on non-ultra-processed ingredients and lower salt and sugar than much of the category. 

Originally developed by Adam Thomas and close friend Scott Graham, Oh My Glaze has been relaunched with an expanded founding team, including Robyn McManus, who brings a background in FMCG and food sales. The strengthened team reflects a more commercially focused approach as the brand enters its next phase of growth across retail and direct-to- consumer channels. 

Alongside the retail launch, a broader five-SKU range including flavours such as Mighty Mexican Chipotle, Messy Mango Coconut and Jazzy Jerk, will be available via the brand’s website and Amazon from mid-May, with an RRP of £3.75 and a multi-buy offer of 3 for £10. This supports a multi-channel strategy and provides a platform for future retail expansion. The phased launch strategy allows the brand to build early demand and awareness through direct-to-consumer channels ahead of wider retail distribution. 

Oh My Glaze is positioned to sit between mainstream and premium, targeting consumers seeking convenience without compromising on taste. The brand’s focus is on bold, accessible flavour, paired with improved formulation cues, alongside versatile formats designed for repeat, everyday use across multiple meal occasions. 

The range is packaged in 100% recyclable bottles, supporting growing consumer demand for more sustainable everyday products. 

Adam Thomas, co-founder of Oh My Glaze, said: “We stepped back and focused on what really matters - bold flavour and making sauces people actually use in everyday cooking. That’s what Oh My Glaze is built around now.” 

The relaunch comes at a time of continued growth and innovation within the sauces category, with increased demand for products that combine health, convenience, versatility and stronger flavour profiles. 

Oh My Glaze is positioned around real-life cooking, with a focus on how consumers actually use sauces at home. 

The upcoming retail rollout marks a key milestone as the brand scales distribution and builds awareness across both retail and direct-to-consumer channels.