Tell us about your latest products?
Drawing inspiration from iconic American BBQ regions, grilling traditions and emerging trends, our new, easy-to-use Santa Maria ‘The World of BBQ’ range spans some of the world’s most flavour-forward styles – from Kansas City and Memphis to South Carolina, Alabama, New Mexico, South Africa and Korea.
Developed for QSR, casual dining, pubs and bars, on-the-go outlets and contract catering, the range has been crafted to deliver authentic BBQ flavour with maximum versatility. Each sauce can be used as a glaze, dip, topping or side, helping operators refresh menus, introduce variety and create craveable dishes without additional prep or specialist skills.
It comprises eight sauces, with all products vegan-friendly, with the exception of the Alabama White Style BBQ Sauce which is vegetarian:
- Kansas City Original Style BBQ Sauce – rich tomato tang, brown sugar sweetness and balanced smokiness.
- Memphis Hickory Style BBQ Sauce – sweet, smoky and gently spicy with deep hickory notes.
- New Mexico Chipotle Style BBQ Sauce – smoky and complex with chipotle, coriander seeds and warming spices.
- Kentucky Bourbon Style BBQ Sauce – full-bodied with tangy tomato, brown sugar sweetness and smoky bourbon finish.
- South Carolina Golden Style BBQ Sauce – bold, tangy and lightly sweet.
- Alabama White Style BBQ Sauce (Vegetarian) – creamy, tangy and peppery with a distinctive zesty kick.
- South African Braai Style BBQ Sauce – savoury with tomato, vinegar and aromatic spices.
- Korean Gochujang Style BBQ Sauce – ‘swicy’ (sweet and spicy) with deep umami richness.
What trends are driving the market?
We’re seeing a clear shift towards bolder, more authentic international flavours, driven by consumer desire for exciting food experiences. Research from Bidfood’s 2025 trends survey shows that over half of consumers (53%) want to try the latest food trends, while HRA Global research from 2024 highlighted that 73% are likely to buy new products inspired by international cuisines. Even more telling, 90% of consumers said they were open to exploring global flavours.
Nearly half of consumers (47%) are motivated by authentic ingredients, flavours and formats, while 29% enjoy the chance to explore new cultures through food (1). It offers familiarity and nostalgia, while giving chefs huge scope to explore global influences.
Demand for BBQ remains high, with 88% of consumers craving these flavours and 86% likely to choose BBQ-style dishes when available (2). Chicken takes the largest serving share of protein in meat-centred meals (62.4%), although lamb and beef are seeing faster growth rates at 6.4% and 2.7% respectively (3). Beefburgers dominate, accounting for 58% of burgers sold in the last year, followed by chicken at 31% (4). Chicken’s popularity translates into strong demand for BBQ formats such as wings, skewers and grilled thighs, where marinades and sauces add value and variety. The faster growth of beef and lamb reflects renewed consumer interest in premium BBQ experiences – from slow-cooked brisket and short ribs to lamb chops and pulled lamb. This highlights how BBQ remains a key platform for operators to elevate familiar proteins through smoking, grilling and flavour-led sauces.
How do you see the meat sector currently, with many people looking to other options?
Embracing international influences allows operators to refresh menus while staying true to what consumers already love about BBQ. It also creates opportunities across a range of dishes – from burgers, brisket, ribs and wings to increasingly popular vegetarian and vegan options – demonstrating that BBQ is about far more than just meat. Its versatility makes it relevant across multiple dishes, menus and dayparts, from loaded fries, wraps and bowls to small plates, sharers and late-night offers, helping operators maximise usage and menu appeal year-round.
Chicken remains the UK’s number one crowd pleaser, with over 95% of the population enjoying it regularly. In fact, most eat the protein at least twice a week (5). The Korean BBQ Sticky Chicken recipe is a real standout on any menu: crispy baked chicken wings glazed in umami Santa Maria Korean Gochujang Style BBQ Sauce, topped with a kick of chilli and sesame seasoning to bring the heat.”
Food to go is on a real high – is that something you’re seeing?
With the food-on-the-go market expected to reach £26bn by 2028 and already accounting for around a quarter of total eating-out occasions (6), operators are firmly focused on formats that are quick to assemble, easy to eat on the move and dependable during busy service. Handheld options like wraps and burritos continue to perform strongly.
There’s also a growing appetite for bold, globally inspired flavours within FTG – particularly among Gen Z, who gravitate towards comfort foods with a twist. Playful mashups using familiar formats are proving especially popular and, according to research, simply adding ‘BBQ’ to a dish instantly boosts its appeal on the menu – 88% of diners say the flavours are irresistible, and more than eight in 10 are ready to order them whenever they can . Wraps are the perfect carrier, whether it’s a South African BBQ halloumi wrap, Middle Eastern shawarma, Korean- or Mexican-inspired fillings, or Indian-style concepts such as naanwiches and spiced wraps.
Additionally, packaging is critical, ensuring food holds its temperature, structure and visual appeal from kitchen to customer. Foil-wrapped burritos keep dishes warm and intact, while secure containers maintain freshness and reduce waste. At Paulig PRO, we’re seeing strong demand for tortillas designed specifically for these challenges. Our ambient and frozen tortillas are made in our Carbon Neutral Tortilla Factory in Milton Keynes using locally sourced flour, and they’re built to pass the ‘scrunch test’ – holding generous fillings without cracking or ripping. Santa Maria tortillas, available in wholemeal, spinach, tomato and grilled varieties, are durable, flexible and perform consistently with both hot and cold fillings.
And loaded formats are especially effective. Recipes like the Paulig PRO Dirty as Cluck Fries show how quickly a classic can be elevated – chicken tenders and fries tossed in BBQ Smokehouse seasoning, then drenched with Chipotle and Bourbon BBQ sauce, delivering instant impact with minimal back-of-house complexity. Or the Paulig PRO K-Nachos – a fusion twist on classic nachos, piling warm tortilla chips with succulent pork belly, tangy kimchi and a drizzle of BBQ Sauce Korean Style, finished with spring onions and lime for bold Korean-inspired flavour.
There are huge financial challenges currently. How can you help customers with those concerns?
We provide solutions that save time, reduce complexity and support operational efficiency. Our menu solutions and product ranges allow operators to deliver speed, consistency and impact during peak service without putting extra pressure on kitchen or front-of-house teams.
Our herbs, spice blends, and sauces are particularly effective for menu innovation – they let operators introduce global flavours, add depth to dishes, and refresh menus in practical, cost-effective ways. With long shelf lives and cross-menu versatility, these products help reduce waste, simplify stockholding and improve yield.
At Paulig PRO, we see ourselves as flavour experts and a practical partner for operators. With a deep understanding of world taste trends, our globally inspired ranges are designed to help wholesalers deliver exactly what operators need right now – exciting, on-trend ingredients that make it easier to stand out and keep guests coming back.
Who would you like to partner with in the future?
We work with a broad range of foodservice operators across the market. This allows us to collaborate closely with chefs and operators to develop flavour-led menu solutions that meet evolving consumer demand.
We’re always keen to work with a diverse mix of businesses. In particular, we’re excited to collaborate with street food operators who are often leading the way in innovation and bold flavour trends, seeking inspiration and support when it comes to sauces, seasonings and new menu ideas.
For more info, visit pauligpro.com/uk.
(1) Bidfood 2025 trends survey by CGA.
(2) Paulig PRO The BBQ Playbook 2026.
(3&4) Worldpanel by Numerator UK, Jun 25.
(5) HRA Global (2024).
(6) Lumina Intel UK FTG Mkt Rep 25.
(7) Pauligpro.com.uk.