Taste of the Med

by Webmaster, 16th February 2021

A Wrexham specialist sauce company is bucking the trend and finding success in adversity

We may not be able to fly abroad anytime soon, but this doesn't mean we can’t recreate that holiday feel through the food we cook. 

Sabor de Amor specialise in Spanish sauces, and despite initially suffering lost sales in the first lockdown, they've adapted and are now more successful than ever. As well as signing a major supermarket deal, they've achieved a 40 percent rise in online sales during the pandemic, with Sainsbury’s set to stock Sabor De Amor’s Paella in a Bottle and Salsa Brava products at 70 of its stores from this month.

Based in Wrexham, director Dr Beatriz Albo said they are one of 10 producers nationwide to feature in the retailer’s Taste of the Future campaign.

Traditional sales at food festivals and events may have dropped, but a surge in orders via their website and independent outlets has given the company, which launched in 2015, a much-needed boost. 

“Like most businesses we've been affected by the pandemic, with a decline in revenue initially, and we’ve had to adapt to new ways of working,” said Beatriz.

“But we kept going and were determined to keep channels open with the leading suppliers and supermarkets interested in stocking our range of sauces before the Coronavirus struck.

“We were already in discussions with Sainsbury’s and are delighted to get that deal done; it’s a proud moment for us, especially given we are one of just 10 producers in the country to be a part of this campaign, and the only one from North Wales.”

With the support of son Albert, Beatriz has built the range of salsas and sauces using family recipes to create incredible flavours, having arrived in North Wales from Salamanca, Spain, as a biology student in the early Nineties. 

Plans for a new food service were scuppered by the initial lockdown in March last year, but she persevered and has big plans for the coming months, including the relaunch of an old favourite.

“A lot of people have been asking me to bring back the Sofrito slow-roasted tomato sauce I produced years ago, so we will be doing that in the run up to summer,” said Beatriz, who was the winner of the BBC’s Top of the Shops series sauces category in 2018. 

“One of the positives we took from this challenging time is the feedback we've received from customers, especially those who bought our products because their holidays had been cancelled and they wanted to recreate a taste of the Mediterranean from home.

“That meant a lot to me, so we're glad to be able to bring Sofrito back in addition to our other sauces, which have proven very popular in lockdown.

“All we can do is thank our loyal customers and work hard to make a success of this new supermarket campaign and the other ideas we have in mind for the year ahead,” she adds. “If it goes well it could be rolled out to even more stores, so we're hopeful and confident about the future.”

To buy and sample the sauces, visit www.sabordeamor.com

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