Sauer Brands Inc. is now Duke’s Mayo Company, effective Oct. 26, aligning the corporate name with its best-known brand as the company focuses on the condiments category.
The identity change follows the divestiture of the company’s spice and seasonings business to Watkins – announced in September – which left a pure-play condiments operation comprising Duke’s Mayonnaise and Mateo’s Gourmet Salsa, along with a foodservice business.
“Duke’s Mayo Company is a name that says plainly what this company is about, which is a dedication to flavor and scaling high-growth condiments,” said E. Yuri Hermida, CEO of Duke’s Mayo Company. “Chefs, operators and families choose our brands for their exceptional taste and high-quality ingredients. Leading with Duke’s gives us a name that carries that reputation into every conversation, across every brand we make and every kitchen we serve.”
The company says its portfolio is accelerating toward double-digit growth, outpacing broader packaged food trends, with Duke’s Mayonnaise and Mateo’s Gourmet Salsa each holding leading Net Promoter Scores in their categories. Both brands are expanding from strong regional footholds into broader national distribution, with household penetration the company describes as still low relative to the size of their categories.
“Our customers have welcomed our brands into their kitchens for generations,” Hermida said. “What changes is that our name now better reflects who we are: a flavor company, led by a brand that has earned its reputation, one jar at a time.”
Founded in 1887 and headquartered in Richmond, Virginia, Duke’s Mayo Company is the trade name of Sauer Brands Inc. and a portfolio company of Advent International.
Related: Watkins To Acquire Sauer Brands’ Spice, Seasonings Business