BARBS, an innovative and authentic Bajan food brand, has won the Pitch Perfect competition at Bread & Jam Startup Summit, marking a significant milestone for the company’s mission to become the first homegrown Bajan food brand on UK supermarket shelves.
Founded by Nicc Wright, BARBS addresses a surprising gap in the UK retail landscape: despite Barbados being affectionately known as Little England and home to global icons like Rihanna, world-famous rum, and cricket legends, there isn’t a single homegrown Barbadian food brand currently available in UK supermarkets.
“Even with Barbados now being dubbed the foodie capital of the Caribbean, Bajan cuisine has been completely missing from the UK retail scene. We’re here to change that,” said Nicc Wright, founder of BARBS.
BARBS brings authentic, home-cooked Bajan flavours to UK homes through a vibrant sauce range featuring recipes passed down from Nicc’s grandmother and mother. Unlike the jerk-dominated Caribbean flavours familiar to most Brits, Bajan cuisine offers balance, brightness, and boldness – warm, craveable flavours perfectly suited to UK tastes.
The timing couldn’t be better. Just Eat’s latest data reveals that 44% of UK adults want to try Caribbean food. At the same time, trend forecasts across retail and hospitality show a growing appetite for regional authenticity and untapped global flavours.
The BARBS range includes four distinctive sauces:
Hot Pepper Sauce: Made with fresh Scotch bonnet, mustard, turmeric, and cucumber, delivering a zing that elevates everything from eggs to roast dinners
Fancy Sauce: A punchy spicy mayo perfect for dipping
Bajan Ketchup: Rich tomato sauce elevated with local seasonings for unforgettable burgers
Herby Mayo: A creamy mayo flavoured with BARBS homemade green herb seasoning which is great on fish and chips
Each sauce comes in bold, bright 100ml bottles featuring cheerful mascot Sunny, designed to radiate Bajan sunshine and stand out on shelves.
Available through BARBS on Deliveroo in South East London since launching a delivery-only kitchen in February, the brand has demonstrated strong consumer appeal and is now positioned for national retail expansion, with the entire sauce range available via eatbarbs.com.
“Every time I visit my 102-year-old grandfather and 94-year-old grandmother – the two people who taught me to cook – I pass a sign that says ‘100% of people are happier in Barbados,'” Nicc explained. “Well, not everyone can jump on a plane, but with BARBS, they can bring a little bottle of Bajan sunshine into their homes every single day.”
The Pitch Perfect win at The Startup Summit validates BARBS’ potential to fill a significant cultural and culinary gap in the UK market. Built on heritage, family, and serious flavour, the brand represents feel-good food with deep roots, ready to introduce UK consumers to the authentic taste of Barbados.
