Encona spices up sauce range with Thai Sriracha

The UK’s hot sauce landscape is getting a major shakeup. Iconic hot sauce brand Encona has officially introduced its new Thai Sriracha Chilli Sauce to convenience stores nationwide. While Encona is legendary for its Caribbean roots, this new launch marks an exciting expansion into Asian-inspired heat.

The brand is moving to capture a booming market of adventurous food lovers.

Tapping into a booming hot sauce market

The primary driver behind this launch is Britain’s rapidly growing obsession with spicy food. Recent data shows the UK hot sauce market hit $188.5 million in 2025 and is projected to skyrocket to $279.3 million by 2034.

Consumers are no longer satisfied with bland meals. Instead, they are actively seeking out international cuisines and experimenting with bold, spicy flavour profiles in their home cooking.

The Gen Z and social media effect

Another massive factor influencing the launch is a major demographic shift. Driven heavily by social media trends, younger consumers have transformed hot sauce from a hidden cupboard staple into a premium lifestyle product.

Today’s shoppers are looking for unique food experiences. Encona designed this specific formula to appeal to that crowd by balancing rich garlic, subtle chilli warmth, a hint of sweetness, and real chunks of pepper mash for a premium texture.

A history of bringing flavour to Britain

Diversifying into Thai flavours is a natural next step for a brand built on culinary exploration.

• 1975: Encona introduced its iconic West Indian Original Hot Pepper Sauce to the UK.
• The Impact: It was the first authentic Caribbean hot sauce on British supermarket shelves, originally catering to the post-Windrush generation.
• Today: It is a household favourite with a massive celebrity fanbase, including Gordon Ramsay, Naomi Campbell, and Romesh Ranganathan.

“We’ve taken a flavour that consumers already know and love and given it an Encona twist,” says Kimberley Lue Lim, head of marketing at Grace Foods UK. “It delivers great taste and just the right level of warmth, making it a sauce people will want to reach for every day.”

The new Thai Sriracha launch proves that Encona is dedicated to evolving alongside the British palate, ensuring everyday meals remain anything but boring.

Key product details: Encona Thai Sriracha Chilli Sauce

• Flavour profile: rich garlic, sweet undertones, gentle chilli heat, and chunky pepper mash texture.
• Best paired with: noodles, morning eggs, wraps, rice dishes, and street food.
• Availability: convenience stores across the UK.