Cool condiments: ‘little treat culture’ leading to boom in preserves and sauces

Social media, and specifically #CondimentTok, is fuelling trend, with everyone from Meghan to Heinz getting in on the act

When the Duchess of Sussex's lifestyle brand As Ever launched last week, the 14 raspberry spread in keepsake packaging" - AKA a jam jar - sold out within half an hour. If the price seems a little eye-watering for something you could easily make at home, there is one thing Meghan got right: our appetite for condiments - from preserves to chilli oils and hot sauces - is bottomless. With the continuing rise of little treat culture, condiments that hover around the 10 mark have become the new lipstick effect".

Delli, an online retailer for independent brands, has doubled its condiment sales in the past year, with bestsellers including a 10 croissant butter" and a 6.99 Malaysian Chinese chilli oil. Waitrose reported an 18% rise in condiment sales in the last month, with the Ottolenghi range of green harissa paste (5) and miso pesto (4) both up 13%. Marks & Spencer is echoing this uptick in premium condiments, with sales of truffle mayo (3.25 as opposed to 1.50 for their classic mayo) up 10% on last year. Now a range of swicy" (sweet and spicy) condiments including gochujang mayo, hot honey sauce and peach and jalapeno relish are in development.