13 Little Known Facts About Sweet Baby Ray's

Sweet Baby Ray's started with a $2,000 and a family recipe in 1982

In the early 1980s, Larry Raymond began developing what would later become Sweet Baby Ray's Original Barbecue Sauce. In an interview with the Chicago Tribune, David Raymond (Larry's brother) mentioned that they sought advice from chefs and conducted extensive research to determine the key elements of an exceptional barbecue sauce, ultimately perfecting their recipe in 1982. The brand's website also notes that the sauce originated from a family recipe, but it was clear that input from professionals and friends played a significant role in refining it.

Larry shared with the Chicago Tribune that during the sauce's development, he gifted it as Christmas presents. He recalled, "Everyone would return shortly after the holidays with their empty bottles asking, 'Could we please have some more?'" It was evident to him that they were onto something remarkable.

Building a reputable brand is challenging even with substantial funding, but Sweet Baby Ray's story is quite different. They began with just $2,000. While that amount stretched further in the 1980s than it would today, it’s still impressive what they achieved with such a modest budget.

Sweet Baby Ray's was fueled by two brothers and a longtime school friend for 20 years

As mentioned, Larry Raymond is recognized for perfecting the now-famous recipe for Sweet Baby Ray's, with his brother David providing support throughout the process. When the sauce began to gain popularity, the two brothers teamed up with Mike O'Brien, a longtime friend of David's from school.

Larry was the creator of the sauce, while David focused on promoting the brand through cooking demonstrations and other efforts. O'Brien took charge of the business aspects, managing paperwork and accounting.

Together, the trio established a harmonious working relationship that thrived for two decades. Their enthusiasm and determination transformed the brand from its modest origins into a well-known name. Eventually, after 20 years, they decided to sell the company, but we'll delve into that later. For now, it's important to recognize that the business began as a family venture, bolstered by the support of a close friend—essentially, family in its own right.

Sweet Baby Ray's had a name before the sauce was created

A tremendous amount of effort went into creating Sweet Baby Ray's, but interestingly, the name itself was the easiest part. In fact, it's said that the name was chosen even before the sauce was developed. So, who exactly is Sweet Baby Ray? It's none other than Dave Raymond, Larry's younger brother. The nickname originated during his childhood while playing basketball on the West Side of Chicago.

In a brief documentary on YouTube, Dave shares the story behind the name. He explains that he earned the nickname Baby Ray because the neighborhood kids referred to his older brother Larry as Ray. Dave was quite skilled on the basketball court, and the name evolved into Sweet Baby Ray when some older players praised his moves. The nickname stuck, and when it was time for Larry to name the company, he decided to honor his little brother. Given the circumstances, it’s quite fitting that Dave became the face of the brand after Larry perfected the sauce recipe.

Sweet Baby Ray's first reached legendary status thanks to a rib cook-off

In 1982, Larry and David introduced Sweet Baby Ray's at Mike Royko's Rib Fest, a large barbecue competition. Although their first attempt didn't yield significant results, they remained undeterred. Over the following years, they diligently refined their sauce until it evolved into the beloved recipe we know today. They also continued to participate in the competition.

In their fourth year, the brothers entered Sweet Baby Ray's again at Mike Royko's Rib Fest, where they secured second place, outperforming around 700 other entries. At that time, the sauce was relatively unknown—only a fortunate few who attended a cooking demonstration or received it as a gift were familiar with it. This victory was transformative for the brothers and, of course, for the sauce itself.

The second-place finish brought the brothers considerable recognition, propelling the company forward. The following year, in 1986, Sweet Baby Ray's was officially incorporated, and from that moment on, the possibilities were endless.

Sweet Baby Ray's BBQ has a slight kick thanks to Tabasco sauce

Sweet Baby Ray's Original Barbecue Sauce is certainly sweet, but it also packs a bit of heat on the finish. In a conversation with the Chicago Tribune, Dave Raymond explained the flavor profile, stating, "It’s a distinctive mix of sweetness, spiciness, and smokiness crafted to enhance food flavors rather than overpower them. When used straight from the fridge, it has more kick, but it becomes milder when warmed up." So, what gives it that heat? Interestingly, it’s Tabasco sauce, which isn’t the most economical choice. However, the combination of two different types of peppers is essential for achieving the sauce's unique and delicious flavor.

Raymond further noted, "Other sauces may incorporate bell peppers, curry powder, or cayenne red pepper, which are less expensive ingredients that lack the same intensity." Therefore, if you’ve ever been curious about what differentiates Sweet Baby Ray's from other sauces, the use of higher-quality ingredients is definitely a key factor. Nevertheless, the brand still manages to keep its prices significantly lower than many other premium BBQ sauce options.

Sweet Baby Ray's BBQ is made with real brown sugar

The subtle kick in Sweet Baby Ray's barbecue sauce is perfectly balanced by sugar, but not just any sugar. It features genuine brown sugar, which imparts a deeper and more complex flavor profile compared to other sugars, particularly white sugar. While you might assume that white and brown sugar are quite alike—since they both originate from sugarcane or sugar beets—brown sugar contains molasses, which contributes to its richer taste. In the realm of BBQ sauce, these nuanced differences can significantly impact the final product.

Incorporating brown sugar into barbecue sauce is a well-established practice. Many sauces, particularly those from Kansas City, St. Louis, and Memphis, utilize it as well. However, Sweet Baby Ray's Original Barbecue Sauce leans towards the sweeter side, allowing the brown sugar to shine. This addition enhances the overall flavor, adding a layer of richness and complexity that sets it apart from other sauces.

Sweet Baby Ray's makes 28 sauces

When you think of Sweet Baby Ray's, the first thing that often comes to mind is their Original Barbecue Sauce, and that's completely understandable. However, you'll be delighted to discover that the brand offers much more than just BBQ sauce. Believe it or not, their extensive product line features 28 different sauces (though this number can fluctuate with new and limited editions). From hot sauces to wing and marinade sauces, as well as BBQ sauces infused with mouthwatering flavors and various dipping sauces, they truly have it all. They even offer a sugar-free BBQ sauce for those who prefer it. While it's easy to focus solely on the BBQ sauce, the next time you're at the store, take a moment to look around—you might be surprised by the variety of Sweet Baby Ray's sauces available at your local grocery store.

We’re not suggesting you rush out to try every sauce in Sweet Baby Ray's collection, but given how delicious the Original Barbecue Sauce is, it might be worth a shot. Additionally, the Mild Buffalo sauce is a favorite for many, and it's definitely one of mine. If you enjoy intense heat, both the Nashville Hot and Mango Habanero buffalo sauces are exceptional choices as well.

Sweet Baby Ray's is processed and bottled in Chicago

Sweet Baby Ray's Original Barbecue Sauce has a flavor reminiscent of traditional Kansas City-style sauces, but it's important to note that the Raymond brothers were raised in Chicago. While this doesn't rule out their ability to create a Kansas City-style sauce, there's an interesting detail that might lead you to reconsider its regional classification: Sweet Baby Ray's is processed and bottled in Chicago, which likely provided a logistical advantage for the company in its early days.

A sauce manufacturer takes care of all the production for Sweet Baby Ray's, handling the creation of the sauce and its bottling. After that, grocery warehouses and food service companies manage the distribution. Together, these efforts ensure that the product reaches both consumers and restaurants. While this may sound straightforward, it was a process that took time — Sweet Baby Ray's enlisted a food broker to help secure placement in major grocery chains, and their strategy certainly paid off. Nowadays, it's often easier to find a store that stocks it than one that doesn't.

The company credits cooking demos and catering for its widespread success

The Raymond brothers understood that a delicious sauce recipe alone wouldn't ensure the success of Sweet Baby Ray's, so they took proactive steps to promote their product. To raise public awareness, Dave Raymond organized numerous cooking demonstrations at food festivals and grocery stores. He attributes much of the brand's success to these outreach efforts, which extended well beyond the initial years.

In a 1990 interview with the Chicago Tribune, it was disclosed that Sweet Baby Ray's would participate in approximately 150 in-store cooking demonstrations that year. Dave Raymond stated, "Nothing compares to showcasing our product on great food and allowing people to taste it while we're present." While not every cooking demo was led by him, many were, and this hands-on strategy significantly contributed to the brand's rise to its now-iconic status. After all, who better to promote the brand than one of its founders?

Sweet Baby Ray's grew to see more than $30 million in revenue before selling to Ken's in 2003

The efforts of the Raymond Brothers and O'Brien to promote Sweet Baby Ray's began to yield significant results after a few years. Community awareness of the brand continued to expand, and by 2003, the company had generated over $30 million in revenue. Remember, it all started with a $2,000 investment and a vision, making this achievement remarkable. This widespread success attracted the attention of potential buyers, leading to the sale of the company to Ken's (yes, the salad dressing brand) in 2003.

Since the acquisition, Ken's has leveraged its extensive experience in the sauce industry to help the brand thrive and realize its full potential. Today, Sweet Baby Ray's is valued at over $600 million, solidifying its place in the market. According to Dave Raymond, the success of the sale and the brand's ongoing achievements are largely attributed to the exceptional quality of Sweet Baby Ray's sauce. Raymond points out that many cheaper sauces are merely bases that require additional ingredients—like a hint of vinegar or a dash of coffee—to enhance their flavor. In contrast, Sweet Baby Ray's is ready to enjoy straight from the bottle, requiring no extra enhancements.

Sweet Baby Ray's is associated with two catering companies and a restaurant

The Sweet Baby Ray's sauce brand was sold to Ken's in 2003, but its founders retained the naming rights for restaurants and catering. Fast forward to 2005, when they launched a small BBQ restaurant in Illinois named Sweet Baby Ray's Wood Dale. While the eatery specializes in mouthwatering smoked meats drenched in the brand's sauces, it also developed into a full-service catering business. Given the brand's modest origins and commitment to community engagement, this evolution makes perfect sense.

In 2010, the company further expanded by acquiring True Cuisine Catering, a premium catering brand that opened up new possibilities for diversifying their culinary offerings. The family also introduced Duce's Wild BBQ Sauces, named after Dave Raymond's son, to their lineup, and together, these businesses formed what is now known as the SBR Events Group.

If you find yourself in Wood Dale, Illinois, the restaurant is still going strong, so be sure to stop by and experience the original flavors that launched the brand.

Sweet Baby Ray's best sellers are Original and Sweet & Spicy

Barbecue sauce is available in a wide array of flavors and styles. From Japanese BBQ sauce rich in umami to Carolina gold and Alabama white, grocery store shelves are stocked with diverse options. Many popular brands and variations can also be found on Amazon. Despite this variety, Original and Sweet & Spicy sauces remain the top two best sellers nationwide, including brands beyond Sweet Baby Ray's.

While other inventive BBQ sauce flavors do exist in the market, they don't achieve the same sales figures as Original and Sweet & Spicy. Sweet Baby Ray's, however, doesn't limit itself to just these two best-selling flavors and continues to thrive. According to Dave Raymond, alternative flavor options are often strategically introduced to maintain shelf space for a company's flagship product. It's surprising to learn how much strategy goes into managing shelf space! Nevertheless, you can be confident that Sweet Baby Ray's Original and Sweet & Spicy flavors are here to stay.

Sweet Baby Ray's is the best-selling BBQ sauce in retail history

Whether you're a devoted admirer of Sweet Baby Ray's Original Barbecue Sauce or not, the facts speak for themselves, and they are impressive. To begin with, the brand's sauces are available in 98% of grocery stores across the United States. Furthermore, a 2017 study by Statista indicates that Sweet Baby Ray's is the most popular barbecue sauce in the nation, with at least half of Americans purchasing it on a regular basis. Few sauce brands can boast similar statistics, and those that can still fall short when it comes to sales compared to Sweet Baby Ray's.

In a discussion about the SBR Events Group, Duce Raymond shared with Chi the Wed, "Statistically, Sweet Baby Ray's is the best-selling barbecue sauce in retail history, outselling the next seven sauces combined." Given all this information, it's reasonable to conclude that the company's remarkable success is primarily attributed to its delicious flavor, community involvement, and effective marketing. Additionally, the affordable price of Sweet Baby Ray's undoubtedly contributes to its popularity in the market and, quite simply, to overall consumer satisfaction.