Made in Mzansi: The South African tomato sauce that started with a Scottish secret

All Gold tomato sauce, a popular condiment in South Africa, traces its origins back to a Scottish chemist named John Semble. In 1908, Semble brought the secret recipe for the tomato sauce to South Africa, where it was initially produced by H. Jones & Co., a jam manufacturer in Paarl, Western Cape. The original process involved muslin bags containing herbs and spices being lowered into pots of fresh, crushed tomatoes.

Although the company's historical records are inconsistent, All Gold is believed to have been commercially launched in 1908, although the exact year is debated.

In 1947, All Gold reportedly gained the attention of Britain's King George VI, Queen Elizabeth, and Princess Margaret during their South African tour. However, this event has not been independently confirmed by contemporary records. By 1959, mass production of All Gold began in Paarl and Langlaagte, and by 1985, the brand claimed to have sold 250 million bottles since its inception.

All Gold's advertising has played a crucial role in its success, with memorable campaigns including a 1975 commercial featuring jumping tomatoes and strawberries. The most iconic advertisement was in 1990, showing children filling a giant All Gold bottle with 36 tomatoes. Despite this being a marketing image rather than a manufacturing specification, the 36-tomato message became part of South African advertising culture.

In 1993, All Gold expanded its range with Light and Hot & Spicy tomato sauces and Pasta Pronto, a selection of four tomato-based pasta sauces. The brand received recognition from TGI/Finance Week in 2004 and 2005, although records are needed for precise award details. In 2004, All Gold introduced its upside-down squeeze bottle, offering a more convenient way to use the product.

Beyond its bottle, All Gold has also made its mark on South African culture by partnering with Simba chips in 2014, creating All Gold Tomato Sauce-flavored potato chips. However, consumer voting in 2021 resulted in the discontinuation of the All Gold Tomato Sauce-flavored chips.

The Paarl facility, where All Gold tomato sauce is currently manufactured, underwent a R200 million investment in 2026 to transform it into a modern culinary manufacturing site. This investment includes a vinegar plant, Mrs Ball's Chutney production, and new recyclable plastic packaging lines for jam. Despite this, All Gold's manufacturing is not currently located at the Paarl facility, but rather at Boksburg, KOO, and Crosse & Blackwell plants.