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Toss, a new salad dressing brand, has officially launched in the UK with a mission to revitalise the salad dressing aisle, which is valued at nearly £1 billion.

The brand introduces a vibrant range of clean label dressings that promise bold flavours and modern branding, catering to a growing consumer demand for healthier, more exciting condiment options.

The initial product line-up includes four innovative SKUs: The Green Goddess, Sweet Tahini, Miso Magic and Viva La Vinaigrette.

Designed for versatility, these dressings can be used for dipping, drizzling, dunking and marinating, making them suitable for a wide variety of dishes like salads, wraps, noodles and roasted vegetables.

Each dressing is vegan, gluten-free, refined sugar-free and crafted from real ingredients, positioning Toss as a lighter alternative to the traditional, heavy and ultra-processed options that have long dominated the market.

Toss has already garnered attention from retailers across London, with early stockists including notable names like Panzers, Eat 17 and Passage Pantry, alongside online platforms such as WellEasy and Farmfetch.

Each bottle contains approximately ten servings, retailing at £6.50, making it a cost-effective premium choice for consumers looking to enhance their meals.

The timing of Toss's launch aligns with significant trends in the UK salad dressing market, which is projected to grow to £1.3 billion by 2032.

Lighter dressings and vinaigrettes are the fastest-growing segment, expected to more than double in value over the next decade.

According to market intelligence company Mintel, over half of UK consumers are willing to pay a premium for bold flavours and healthier formulations, indicating a shift towards brands that prioritise clean labels and innovative recipes.

Younger consumers, particularly Gen Z and Millennials, are driving this trend, seeking brands that embody modernity, vibrancy, and versatility. Toss aims to fill the gap in an aisle dominated by bland branding and limited innovation, offering a fresh alternative that resonates with this demographic.

Sophie, co-founder of Toss, said: “We are here to bring big flavour energy back to the dressing aisle. My obsession with great salad bars inspired me to recreate that vibrant experience at home, without relying on the bland, ultra-processed dressings that saturate supermarket shelves."

She added: "With Toss, I wanted to create something playful and full of personality, making it easy for people to eat more plants and cook creatively”.

As the demand for premium condiments continues to outpace the broader grocery market, Toss positions itself as a key player in the reinvention of the dressing category.

The brand is set to expand its retail presence in early 2026, further solidifying its commitment to transforming how consumers perceive and use salad dressings.