January 2026
McCormick & Company-owned brand Frank’s RedHot will launch four new sauces in the US, expanding its flavour portfolio as the world’s largest spice company looks to capture incremental growth from game-day eating occasions and consumer demand for bolder, hybrid flavours.
The new products – including wing sauces, dips and squeeze formats – will roll out nationally in the coming weeks, ahead of the Super Bowl, one of the biggest consumption moments of the year for snacks, sauces and prepared foods.
The launches underscore McCormick’s strategy of extending established brands through adjacent flavour profiles and formats rather than relying solely on entirely new concepts, a model that has helped the group maintain pricing power and defend share in a competitive condiments market.
“The Big Game is one of the biggest food moments of the year,” said Valda Coryat, McCormick’s vice president of marketing, adding that consumers are increasingly looking to refresh familiar dishes with new flavour twists rather than abandon staples altogether.
The four additions include Garlic Parmesan, Pineapple Hawaiian and Spicy Maple wing sauces and dips, alongside a Ghost Pepper Ranch squeeze sauce – combining mainstream comfort flavours with heat levels designed to appeal to both core and more adventurous consumers.
For manufacturers and retailers, the launches reflect continued momentum behind ‘flavour mash-ups’ – sweet-heat, dairy-heat and global-inspired profiles – which have emerged as a key growth lever in centre-of-store and chilled categories as shoppers trade up within familiar formats.
McCormick says internal consumer research shows 41% of US football fans view game day as an opportunity to experiment with new recipes, while wings and pizza remain dominant staples.
The company has increasingly used such consumption insights to guide limited-time launches and promotional cycles around peak events.
While positioned as consumer-facing innovations, the expansion also has implications for foodservice operators and private-label manufacturers that rely on branded flavour cues to drive menu and product development, particularly in high-volume occasions such as sporting events.
