Shaking Things Up: The New Age of Seasonings

Welcome to this week's edition of GRATE!

If you’ve walked down the seasoning aisle lately, you’ll have noticed — it’s having a moment. There’s a noticeable shift happening both in local independent stores and across mainstream retail, where jars, sachets and blends are no longer just about salt and spice, but about global flavours, convenience and bold identity.

This trend was hard to miss at Blas na hÉireann this year — producers and in particular hospitality brands are pushing boundaries with flavour in smarter, cleaner, and more convenient ways. It’s about reimagining everyday seasoning as a tool for flavour & taste at home.

On social media, we’re seeing the same wave: the rise of DIY seasoning culture — home cooks proudly mixing their own blends and steering clear of ultra-processed flavourings from big brands. It’s a movement fuelled by curiosity, transparency and the joy of discovery.

What’s Driving the Trend?

A few forces are stirring the pot here. Shoppers are seeking healthier shortcuts — wanting flavour intensity without added sugar, sodium, or artificial enhancers. The influence of global cuisines means people expect bold, authentic flavours that they find in restaurants, at home. Add in the TikTok effect, where homemade spice mixes and creative rubs go viral overnight, and you’ve got a category ripe for reinvention.

This week, I’m exploring how a new generation of brands is shaking up the seasoning space — from hospitality brands to nostalgic limited editions — and what these changes tell us about the evolving role of flavour in our kitchens.

For product developers and brand teams, this isn’t just a passing trend. It’s a call to rethink what “seasoning” really means — a chance to blend clean label, heritage and creativity in one jar. 

As always, enjoy the read, and let me know what seasoning is shaking up your meals this season!

Annie x

PITT BROS – MANGO & HABANERO SEASONING

From Dublin’s own Pitt Bros Smokehouse, the brand’s retail seasoning range brings authentic BBQ craftsmanship to the home cook. Their Mango & Habanero Seasoning took Gold at this year’s Blas na hÉireann Awards, and it’s easy to see why — a bright, fruity heat that captures their signature low-and-slow flavour in a clean, contemporary way. It balances natural sweetness with a gentle burn, making it as good on roast veg as it is on ribs. They've also got a stunning Chermoula Seasoning, a north African spice blend.  

Why it’s a good example: Pitt Bros show how restaurant-born brands can translate their flavour DNA into retail products that feel authentic, bold, and better-for-you. Their award-winning blend proves that even classic BBQ can evolve — less sugar, more craft, and plenty of natural flavour.

M&S EVERYTHING BUT THE BAGEL SEASONING

Once a viral U.S. sensation, Everything But The Bagel has finally landed on Irish shelves through M&S. It’s a perfect case study in how a simple, social-first flavour concept can create mass appeal. Its blend of sesame, garlic, and onion isn’t revolutionary — but its branding, versatility, and shareability are.

Why it’s a good example:

Illustrates how online virality can drive retail demand, and how a universal flavour profile can bridge breakfast, snacks, and savoury categories with ease.

DO ME A FAVOUR - PROPER ROAST POTATO SEASONING

Do Me A Flavour’s Proper Roast Potato Seasoning has become a quiet cult hit — simple, smart, and rooted in quality ingredients. Designed to turn any roastie into a showstopper, it combines sea salt, garlic, rosemary and umami depth without the junk. It hits that sweet spot between indulgence and natural simplicity — the kind of product that feels both chef-approved and family-friendly.

Why it’s a good example:

A brilliant example of everyday premiumisation — taking a humble kitchen staple and elevating it through clean ingredients, strong storytelling, and playful branding.

ANGUS & OINK

Scottish-based Angus & Oink have made the leap from cult BBQ brand to mainstream disruptor with attitude. Their playful range — from Fries With That to Montreal Steak Rub — is now landing in Tesco and Sainsbury’s, proving there’s room for indie brands in the big aisles. What makes them stand out is how they balance bold flavour with clean, recognisable ingredients and strong brand storytelling. It’s seasoning with soul — proof that a clear personality can turn a niche idea into a national listing.

Why it’s a good example:

Shows how indie flavour brands can scale while staying authentic, leveraging personality, packaging, and provenance as differentiators

COQBULL CHICKEN SEASONING

Born from the cult-favourite Irish restaurant CoqBull, this chicken seasoning brings the brand’s signature flame-grilled flavour to home kitchens. Packed with smoky herbs, spice, and just the right hit of heat, it captures that casual-dining experience in a clean, ready-to-use format. What makes it stand out is how it bridges the gap between restaurant expertise and retail accessibility — giving consumers a quick way to recreate “that CoqBull taste” without additives or fuss.

Why it’s a good example:

Demonstrates how hospitality-led brands can successfully extend into retail with flavour-first innovation, keeping authenticity and brand DNA intact.

FLAVOUR SPOTLIGHT: AJI AMARILLO

Named McCormick’s 2025 Flavour of the Year, Aji Amarillo is the vibrant Peruvian pepper that’s capturing attention globally. With its bright heat and tropical fruit notes, it signals a shift toward sunny, optimistic flavours that balance spice with sweetness.

Why it’s a good example:

Aji Amarillo embodies the next phase of global flavour exploration — approachable heat, natural colour, and a story rooted in culture and wellness. Expect to see it in everything from sauces to savoury snacks in 2026.