- Our Story -

Just as each ALL GOLD product is Crammed Full of Goodness, so too is our story! It begins with seeds that are chosen for their quality. We carefully nurture them into delicate seedlings, which are then entrusted to our South African farmers who ensure they grow into the finest plants. The fruits of these plants are harvested and inspected for the highest level of quality. This is why we’re so proud to promise South Africans nothing but absolute delight – ALL GOLD Jams, Sauces, Tomato Products and Beverages add pure enjoyment at any time!

Our Heritage

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!

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jam manufacturing company in Paarl, Western Cape is a humble beginning for the brand, as the well-loved product was originally made by lowering muslin bags filled with herbs and spices into pots of ripe, freshly crushed tomatoes.

Royal Family treated to Delights of All Gold

On their first visit to South Africa, reigning monarch King George VI, Queen Elizabeth and Princess Margaret are treated to the delights of ALL GOLD on the Royal Train.

More All Gold!

As the demand for ALL GOLD Tomato Sauce increases countrywide, mass production begins in Paarl and Langlaagte.

Jumping for All Gold

The debut of our first commercial features tomatoes jumping into a bottle of ALL GOLD Tomato Sauce and strawberries into a can of ALL GOLD Jam.

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.

36 Tomatoes

Another ALL GOLD commercial featuring kids cramming 36 big tomatoes into the famous Giant Bottle, launches successfully.

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.

Light and Hot & Spicy

The well-loved ALL GOLD brand launches two new varieties of Tomato Sauce.

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!

No. 1 Food Brand!

ALL GOLD is voted the 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 Food Brand yet again.

100 Years of All Gold

ALL GOLD celebrates their centenary year of being South Africa’s most loved tomato sauce brand.


Along with brand new packaging across the range, our groundbreaking animated commercial launches to show why only ALL GOLD Tomato Sauce is Crammed Full of Goodness.