I started a market stall side hustle with my husband – now we’re sold in Tesco & Aldi’s middle aisle, it’s a total dream
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A SAVVY woman has told how she and her husband went from selling sauce on a market stall to being stocked in some of the biggest supermarket chains up and down the country.
Pam and James Digva, who founded the 'Sauce Shop,' which retails for around £2.75 a bottle and includes flavours such as Buffalo hot sauce and honey chipotle BBQ sauce, says their product is now supplied in over 400 Tesco stores, as well as being stocked in Waitrose and Asda.
But it's not all been plain-sailing...
In a clip shared to TikTok (), Pam, who lives in Nottingham with her husband, reveals the hard graft it's taken to get to where they are today.
She begins by explaining how they started making the sauce in their kitchen in 2014 using all natural ingredients and hand-filled each bottle after being at work all day.
They then sold the products on a market stall at the weekend, which she says "were a hit."
After the success of this, the savvy businesswoman explains they then hired their first team member and got new equipment, which resulted in their product being stocked in Sainsbury's in 2018.
With business booming, the couple were desperate for more space so forked out on a first big unit, and since then, have taken over the space next door, too.
This is a dream come true!
Pam
After creating some "amazing" new sauces - including Brussels sprout ketchup - Pam and James say they've been working with "even better people," which resulted in them putting more into their marketing strategy.
And it seems the hard work and additional promo tactics worked because in 2023, they landed their product in Asda.
Not only that, but the couple have appeared on Gordon Ramsay's Future Food Stars and even had their sauces become available in the middle aisle of Aldi.
Holding up a bottle of sauce in her local branch, Pam enthuses: "This is a dream come true!"
Following this and with the business continuing to go from strength-to-strength, Pam explains how they hired an even bigger team and went on to win 3-star Great Taste Awards for their Buffalo Hot Sauce.
In 2023, she says the product started being stocked in Waitrose and with growing demand, they forked out on better equipment which allowed them to produce over 10k bottles of sauce a day.
Constantly looking for ways to move the business forward, Pam reveals they then launched their takeaway concept Tenders and Wings by Sauce Shop and bought back some "old favourites" - including burnt pineapple hot sauce.
She concludes: "This incredible journey led to us getting five sauces into over 400 Tesco stores across the UK in 2024."
It wasn't long before the post went viral, racking up a whopping 93k views and several comments from very impressed social media users.
"Honey Chipotle BBQ is flames," wrote one.
A second penned: "Seen these so many times! Will def be purchasing now."
A third commented: "Will be getting some of these."
Meanwhile, a fourth noted: "£2.75 a bottle is actually unreal price well done for passing on the low prices to the customer, never seen or had those sauce but will be 100% getting some when I see it."
Another added: "The BBQ sauce is unreal."
And one more chimed in: "Seen this so many times in store. Never bought it.
"Will now that I know the story. That’s the power of marketing. Well done!"