TOSS launches in the UK to shake up the stagnant salad dressing aisle

Bold flavours, clean ingredients and modern branding enter a £1bn category ready for disruption 

A brand-new salad dressing company is officially launching in the UK, aiming to redefine what consumers expect from condiments with its bold, flavour-first range of clean-label dressings. TOSS arrives with four punchy SKUs: Green Goddess, Sweet Tahini, Miso Magic and Viva La Vinaigrette, with a mission to inject fun, flavour and vibrancy into one of grocery’s most overlooked categories.

Designed to be used every day and in every way, TOSS has created a versatile range made for dipping, drizzling, dunking and marinating. They work across everything from miso salmon bowls and roasted veg to wraps, noodles, salads and snacks. All four dressings are vegan, gluten free, refined sugar free and made with real ingredients, giving consumers a lighter, cleaner alternative to the the heavy, mayo-led and ultra-processed options that have long dominated the aisle.

TOSS is already winning fans across London and beyond, with early stockists including Panzers, Eat 17, The Deli Downstairs, Passage Pantry and Two Peas in a Pod, and several more independents preparing for the January health reset. Online listings include WellEasy, Farmfetch and Chefs for Foodies. Each bottle offers 10 servings (around 65p per serve), making it an accessible premium way to upgrade everyday meals with flavour and ease. 

The launch comes at a pivotal moment for the category. The UK salad dressing market is now worth nearly 1 billion dollars, forecast to grow to 1.3 billion dollars by 2032, while lighter dressings and vinaigrettes represent the fastest growing segment. This area of the market is expected to more than double in value over the next decade. At the same time, Mintel reports that over half of UK consumers are willing to pay more for bold flavours and healthier formulations. This signals a clear shift toward brands like TOSS that champion clean label, global, flavour forward recipes.

Gen Z and Millennial consumers are driving this change, seeking brands that feel modern, vibrant and versatile. In an aisle long dominated by beige branding and limited innovation, TOSS offers a fresh alternative that meets the moment.

“We are here to bring big flavour energy back to the dressing aisle,” said Sophie, Co Founder of TOSS. “I have always been obsessed with great salad bars, the colours, the creativity and that feeling of building something fresh and exciting in minutes. I wanted to recreate that experience at home without relying on the bland, beige or ultra processed dressings that dominate supermarket shelves.

With TOSS, my goal was to create something I would be proud to keep on my kitchen counter, playful, fun and full of personality, inspired by the brilliant brands I love that have disrupted other categories. We want to make it easy for people to eat more plants, cook more creatively and bring that same sense of joy and abundance into everyday meals.”

TOSS launches as premium condiments continue to outperform the wider grocery market. As consumers look for small, high-impact upgrades to everyday meals, dressings are emerging as the next category ripe for reinvention.

TOSS is now available in select independents across the UK, with an RRP of £6.50. A wider retail rollout is planned for early 2026.