The Flava People secures listings with Brakes and Country Range Group

Food innovation company The Flava People has strengthened its presence in the foodservice industry by securing listings with Brakes and Country Range Group.

A a result, The Flava People’s Baileys and Guinness branded sauces – Baileys Caramel Sauce (500ml), Guinness Smoky Tomato Ketchup (500ml), and Guinness Smoky BBQ Sauce (500ml) – are now available to chefs and operators across the UK through both networks.

This move aligns with the company’s ambition to make flavour-led and widely recognised brands more accessible to the foodservice sector.

“We’re passionate about pushing the boundaries of flavour and making it easier for chefs to work with brands their customers already know and love,” said Scott Dixon, managing director at The Flava People. “Bringing Baileys and Guinness to the table in a new and exciting way is a major milestone in our mission to create memorable food moments.

“There are significant benefits for foodservice operators in incorporating well-known consumer brands into branded menu dishes. With the right marketing, operations and customer engagement these dishes can drive increased customer interest and sales by leveraging brand familiarity, which reduces hesitation and encourages trial.”

Licensed by The Flava People with Diageo, Baileys Caramel Sauce can be used across menus to elevate everything sweet – from desserts to drinks. According to research by Diageo, 18% of on-trade cafe NPD launches incorporate coffee flavourings to support demand from consumers experimenting with new flavours, particularly from younger consumers.

This was evident at a recent pop-up event in London, Baileys Little Treat Cafe, designed to promote Baileys as an all-year-round treating occasion and demonstrate its versatility, especially with coffee and treating occasions.

Also licensed by Diageo, The Flava People offers a range of licensed Guinness sauces and condiments, amongst dozens of other collaborative flavour inventions such as Guinness gravies, infused salts, marinades and classic British recipe dishes.

These new listings mark a significant step in The Flava People’s broader commitment to investing in the foodservice channel, with more branded and bespoke innovations planned for the coming months.