1908 Launch of SA’s most iconic Tomato Sauce The ‘secret’ to ALL GOLD’s unique recipe was brought to South Africa by Scottish chemist, John Semble, for production by H. Jones and Co. This jam manufacturing company in Paarl, Western Cape is a humble beginning for the brand, as the well-loved product was originally made by lowering muslin bags filled with herbs and spices into pots of ripe, freshly crushed tomatoes.
1947 Royal Family treated to the delights of ALL GOLD On their first visit to South Africa, reigning monarch King Geroge VI, Queen Elizabeth and Princes Margaret are treated to the delights of ALL GOLD on the Royal Train.
1959 More ALL GOLD As the demand for ALL GOLD Tomato Sauce increased countrywide, mass production begins in Paarl and Langlaagte.
1975 Jumping for ALL GOLD The debut of our first commercial features tomatoes jumping into a bottle of ALL GOLD Tomato Sauce and strawberries jumping into a can of ALL GOLD Jam.
1985 250 Million Bottles It’s official! Between 1908 and 1985, a total of 250 million bottles of ALL GOLD Tomato Sauce were sold; that’s enough to circle the globe one and a half times.
1990 36 Tomatoes Another ALL GOLD commercial featuring kids cramming 36 tomatoes into the famous Giant Bottle, launches successfully.
1992 ALL GOLD wins Gold! ALL GOLD wins gold at the prestigious Monde Quality Awards in Brussels (Belgium), which affirms the quality of our products from a dietary perspective.
1993 Light and Hot & Spicy The well-loved ALL GOLD brand launches two new varieties of Tomato Sauce.
2000 Pasta Pronto The brand goes on to launch ALL GOLD Pasta Pronto with four tomato-based variants - the first ready-to-eat pasta sauces on the market!
2004 N0.1 Food Brand ALL GOLD is voted No.1 Icon Food Brand in South Africa by TGI Finance Week, plus we launch the upside down squeeze bottle! One year later, in 2005, we’re awarded as the No.1 Icon Brand Food, yet again.
2008 100 Years of ALL GOLD ALL GOLD celebrates their centenary year of being South Africa’s most loved tomato sauce brand.
2016 #CrammedFullOfGoodness Along with the new packaging across the range, our groundbreaking animated commercial launches to show why only ALL GOLD Tomato Sauce is Crammed Full Of Goodness
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The ALL GOLD legacy is one of quality and true South African heritage – the story of the brand is very much the story of the ingredients themselves. The “seed” was planted in 1908 when chemist John Semble brought the ‘secret’ in the unique recipe to South Africa. The well-loved product was originally manufactured by lowering muslin bags filled with herbs and spices into pots of ripe, freshly crushed tomatoes. The product grew and was mass-produced by 1959. In 1990, the tomato sauce process come to life for South Africans in the now famous giant bottle commercial, which featured kids “cramming” big tomatoes into a giant ALL GOLD bottle. The brand became a true South African icon in 2004 when it was named the No.1 Iconic Food Brand by TGI SA.
Scroll through the timeline below to see our local heritage come to life!