Award-winning condiments made from wonky and surplus ingredients. Welcome to the food waste revolution!
Business overview
Location | Dorchester, United Kingdom |
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Social media | |
Website | rubiesintherubble.com |
Sectors | Food & Beverage Mixed Digital/Non-Digital Mixed B2B/B2C |
Company number | 07931505 |
Incorporation date | 1 Feb 2012 |
Investment summary
Business highlights
- We're a pioneering FOOD WASTE FIGHTING brand in the UK
- We're one of the FASTEST GROWING ketchups in the category*
- We've so many Great Taste Awards - we're a GREAT TASTE PRODUCER
- We're LISTED in over 1000 sites nationwide
Key features
Idea
Introduction
Hi, we're Rubies in the Rubble - a sustainable brand dedicated to doing Gooder.
We believe in food that isn't just good for you but also good for our planet.
We call this our pursuit for Gooder.
Gooder for your plate,
Gooder for you
and Gooder for our planet
So, knowing that food production is the single largest contributor to climate change and we are wasting 1/3 of it - We made it our MISSION to change it!
Our award winning condiments are packed with delicious ingredients that would otherwise go to waste, often simply for being the wrong shape, size or colour – meaning less waste, more taste.


Having built a trusted brand and grown our distribution in Waitrose, Ocado, Coop, Marriott, The Pig and many others, we've already saved over 720 tonnes of fruit & veg from going to waste!
But this barely scratches the surface of the problem.
The condiment market is over £100 billion globally and whilst millions of tonnes of food are wasted each year - we have our work cut out...
We are hitting the mainstream and we need your help to get Gooder Sauce on every plate.
*based on Ocado sales data from 2022
Monetisation strategy
The ketchup market is over £430M in the UK alone.
We aim to take 3% of the UK ketchup market in the next 3 years as well as exploring opportunities for an expansion into overseas markets.
In the UK, 97% of the ketchup market is in squeezy formats therefore we have created a NEW, 100% recycled & recyclable squeezy to compete with the mainstream market.
We have already seen double the rate of sales in ketchup from switching from glass to squeezy formats* and our mayo range (plain, garlic and chilli) will join in squeezy format this summer too.
We are focused on winning in both the off and on-trade market and have developed a range of formats to service all needs including front of house pumps for canteens, table top refill bottles, ramekins and back of house bulk.
*based on Ocado sales data taken between August 2021 and August 2022

Today, we have a multi-channel distribution strategy focusing on:
- Major + Independent Retailers
- Food Service (including restaurants, contract catering, cafes, pub groups)
- Food Box Delivery Services
- Wholesale Distributors
Our existing range of ketchup and mayos continue to grow year on year. We expect continued growth in 2023 having just won a listing with a large retailer & distributors including Bidfood and Brakes.
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