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Willy’s is the only line of low sugar sauces with reasonable sodium content and no additives. Other sauce makers offer junky foods so they can make more money (see articles linked in the right-side column). We offer clean sauces because they are what we and our customers need and want.
Willy’s Foods, LLC (WF) is a formulator and marketer of wholesome, natural and delicious processed foods. Our goal is to make money while creating prosperity for resellers and quality cuisine for our loyal customers. We produce a line of fine sauces that are easy and quick to use as:
- Marinades and sauces for grilling, roasting and broiling
- Wet rubs
- Pan sauces
- Stew bases and
- Flavoring for home recipes.
WF sauces are distinct from every other product on the store shelves and in restaurant and institutional meals. Our boutique foods are authentic. They are made with the very same ingredients as they have traditionally.
They do not resemble “factory foods”, meeting the consumer preference for quality exemplified by the success of lines from Samantha’s Fresh (now Odwalla), Cape Cod chips, Nantucket Nectars, Sam Adams and Ben and Jerry’s.
Virtually every WF competitor uses chemical additives, and contain large portions of sugars, often hidden as corn syrup or fructose. WF offers the same simple wholesomeness one would associate with a local farmer’s jarred preserves. This natural goodness permeates every aspect of our products. Our customers know our brand can be trusted to add:
- NO sulfites or other preservatives (other than fine vinegar),
- NO bulking agents or gums
- NO other unhealthful ingredients like factory-style sugars, dyes or saturated fats.
Consumers increasingly reject highly processed foods and chemical additives. One example is the growth of the organic produce industry (“Over the past 10 years, retail sales of organic products in the U.S. have increased by an average of 23 % per annum.” http://www.usembassy.org.uk/fas/us_organic_consu.htm). Refined sugars are more widely being recognized as responsible for medical conditions including obesity, premature aging, diabetes, heart disease and tooth decay. The connection between diet and health is being promoted with tens of millions of federal dollars.
Another trend is away from travel. Rising gas prices and the threat of terrorism abroad have convinced consumers to spend their leisure time at home. WF will help them access exotic flavors without travel and wow their guests without great expense or elaborate preparation.
The household use of marinades is growing very quickly.
- A Kitchen Audit by NPD Group, Inc. showed an increase of the use of marinades from 22% in 1993 to 32% in 1999
- About 52% of all Americans are planning on hosting or attending at least 5 barbeque events each summer (Impulse Research Corp, “Topline Report: BBQ Facts, 2/02)
- A study by McCormick Seasonings Company found that barbeque ribs and steaks rank along side ice cream and chocolate at the top of the list of foods Americans “crave”
- KC Masterpiece, a Conagra product, registered $24,000,000 in sales in 2000 (Advertising Age, 8/01)
- 91 % of grill owners use barbeque sauce always or sometimes while grilling (Barbeque Industry Assoc.)
- Bottled barbeque sauce is the most popular flavor enhancer (1999 Weber GrillWatch Survey), the most popular sauce and is in 75% of households in the USA (NPD Kitchen Audit, 2000).
Our target market
We will market to young and middle-aged, urban and suburban, middle- and upper-income family members, who like to cook and try new things with tastes from “exotic” destinations -- and who are health-conscious or cautious about chemicals in their food. We are particularly loved by folks value fine food but simply haven’t the time to whip together their own marinades/sauces/wet rubs.
The Willy’s difference
These differentiators are cutting edge and being tried by at least one very large competitor, Angostura. They purchased the World Harbors brand from private owners and now are building their own line of natural sauces and marinades under the brand Acadia (www.AcadiaNaturals.com).
Social trends will keep our differentiators cutting-edge. As consumers trend away from sugary foods and are increasingly skeptical about factory-style food additives WF products will be more appealing than virtually every other like-style product in supermarkets today. (“The maker of Kraft cheeses, Oscar Mayer hot dogs, and Oreo cookies is struggling in the face of steep commodity costs, tough competition from private-label brands, and changing health concerns, which have also challenged other makers of packaged foods.” AP, 6/27/06).
Today, at retail and on the Web, WF offers four fine sauce-marinades: Jamaican JerkTM, Carolina BBQTM, Mexican FajitaTM and Waikiki BBQTM.
Each is used in dozens of recipes found on our site (www.willysfoods.com) to get the most out of meats, vegetables and salads.
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