As the UK’s number one vinegar brand*, Sarson’s has been masterfully brewing vinegar the proper way since 1794, when Thomas Sarson brewed his first batch on Craven Street in London
It’s not easy creating the distinctive Sarson’s flavour. Using quality British ingredients such as malted barley, Sarson’s is matured for seven times longer than other vinegars for a rich and round taste. It’s brewed for food.
Making a quality vinegar takes uncompromising attention to detail. This is what makes Sarson’s a truly craft brewed vinegar. It flies the flag for how British malt vinegar should be made.
Sarson’s recently announced that it is now gluten-free certified across all its Brown Malt and Distilled Malt vinegars. While its same great recipe is completely unchanged, Sarson’s worked closely with Coeliac UK to make the necessary changes to its factory and production process to add both a gluten-free claim and Crossed Grain trademark to all size formats of Sarson’s Brown Malt and Distilled Malt Vinegars.
This marks an important moment in the fish and chip industry, as Sarson’s is the first brand to announce a gluten-free claim across all Brown Malt and Distilled Malt Vinegars. While there are some gluten-free Non-Brewed Condiments available, none come close to the distinct fan favourite taste of Sarson’s. With Sarson’s, fish and chip shops across the nation can ensure they’re able to offer gluten-free products that and safe for the coeliac community to enjoy the great taste of Sarson’s with their fish and chips.

As the UK’s number one vinegar*, Sarson’s owes its distinctive flavour to a non-replicable seven-day craft brewing process – a time honoured 230-year-old technique. Its malt and distilled vinegar is still matured in century-old wooden vats – giving it that distinctively rich, rounded flavour that many of us know and love. This is what sets Sarson’s apart both in quality and flavour from Non-Brewed Condiments (NBC). With 9 out of 10 fish and chip buyers preferring their chips to be sprinkled with Sarson’s Malt Vinegar rather than an NBC**, it should be the top choice for fish and chip operators up and down the UK to make an easy switch too.
To serve the splash of vinegar their customer want, switching to Sarson’s costs operators a mere £0.0021 per portion** more than NBCs, with the added benefit of a brand that customers know and love. When it comes to brand power and quality perception, fish and chip fans unequivocal, with 90% of respondents said they prefer to see condiment brands they know and trust when eating out, while 75% say that they perceive fish and chip operators to be of better quality if there are branded condiments on offer***.
About Sarson’s


Sarson’s was founded by Thomas Sarson in Craven Street, London. Using quality British ingredients such as malted barley, Sarson’s has been brewing vinegar the proper way since 1794. Sarson’s is matured for seven times longer for a rich and round taste. It’s brewed for food.
Sarson’s https://www.sarsons.co.uk
* IRI Vinegar Sales 52W ending 5th October 2024
**Calculation based on a 5ml sprinkle comparing a sample wholesaler’s sell out prices for Sarson’s Malt Vinegar and NBC in June 2019.
***Independent consumer insight Toluna June 2019 sample 504 consumers. NBC is a cheaper ‘vinegar substitute’ created with water, acetic acid and often caramel colouring. ^Brand Health Tracking Study, System 1, Feb 2019; Nielsen, 30.3.19 data.
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