# Functional Sauce Brands She’s The Sauce Brings Clean, Nostalgic Condiments With a Boost to Market By Georgia Wray Norsten | Published 2025-08-18 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/shes-the-sauce References: [instagram](https://www.instagram.com/shes.the.sauce/?hl=en)  'She’s The Sauce' is the bold new condiment brand shaking up grocery shelves this August. Founded by Nicole Glabman -- former food & bev marketer at [Uber](https://www.trendhunter.com/trends/dukes-sauce-shack), [Walmart](https://www.trendhunter.com/trends/smash-kitchen), and [GoPuff](https://www.trendhunter.com/trends/pbr-x-grillos-pickle-beer) -- the brand is rooted in her lifelong obsession with sauces and her belief that no meal is complete without them. With a health-forward twist, She’s The Sauce debuts with two craveable flavors: a creamy ranch and a sweet, oniony honey mustard, both available for pre-order this month. Each sauce is packed with protein and fiber and crafted without gums, fillers, or artificial ingredients -- designed for taste-first clean eating with functional benefits. Glabman’s mission is to elevate everyday meals with nostalgic flavor and a little nutritional edge. She’s The Sauce taps into the booming better-for-you condiment space with a playful, founder-led story and functional appeal. With roots in top-tier CPG marketing and an online-first strategy, Glabman positions her brand for modern, health-conscious consumers craving comfort food nostalgia, with benefits. Image Credit: She's The Sauce ## Trend Insights (Trend Hunter) - Score: 8.1/10 - Popularity: 99% | Activity: 97% | Freshness: 48% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Functional Food Innovation:** The integration of health-enhancing ingredients in condiments presents a fresh direction in the functional food domain. - **Nostalgic Culinary Experiences:** By infusing nostalgic flavors with nutritional benefits, brands can attract consumers seeking comfort in familiar tastes with added health-conscious elements. - **Founder-led Brand Stories:** Leveraging the personal narrative of founders in marketing can create a compelling and authentic brand identity that resonates with modern consumers. ### Sectors Adopting This - **Consumer Packaged Goods:** The CPG industry can explore new avenues by diversifying product offerings with functionally enhanced and clean-label condiments. - **Health and Wellness:** Condiments enriched with healthful nutrients align with growing consumer interest in foods that promote well-being and healthy lifestyles. - **E-commerce:** An online-first strategy allows condiment brands to cater to the digitally native, health-oriented market segment seeking innovative product solutions. ## Related on Trend Hunter - [Protein Buffalo Sauces](https://www.trendhunter.com/trends/protein-buffalo-sauce.md) - [Full-Flavor Protein Sauces](https://www.trendhunter.com/trends/saucified.md) - [Next-Gen Pasta Sauces](https://www.trendhunter.com/trends/sauz.md) - [Free-From Condiment Collections](https://www.trendhunter.com/trends/multipurpose-sauce-collection.md) - [Bold Gut-Friendly Condiments](https://www.trendhunter.com/trends/everything-sauces.md) - [Health-Focused Condiments](https://www.trendhunter.com/trends/healthfocused-condiments.md) - [Flavorful Almond-Based Condiments](https://www.trendhunter.com/trends/almondbased-condiments.md) - [Dynamic Sauce Collections](https://www.trendhunter.com/trends/signature-sauce-line.md) - [Creamy Low-Calorie Condiments](https://www.trendhunter.com/trends/fropro-fit-sauce.md)