What Stubb's does

Stubb's is a Texas-style barbecue sauce, marinade, dry rub, and baked bean brand founded in 1991 and headquartered in Austin, Texas. The brand is owned by McCormick & Company, Incorporated (NYSE: MKC), held through the legal entity One World Foods, Inc., and sits within McCormick's broader portfolio of consumer flavor brands alongside Frank's RedHot, Cholula, French's, Lawry's, and Old Bay. The product portfolio spans eight BBQ sauce SKUs (Original, Hickory Bourbon, Smokey Brown Sugar, Smokey Mesquite, Spicy, Simply Sweet Reduced Sugar, Dr Pepper, and Jalapeño & Honey), three wet marinades targeted at beef, chicken, and pork, seven dry rub and coating products, a Hickory Liquid Smoke offering, and two baked bean varieties. Brand licensing extends Stubb's into co-branded snacks through Herr's (potato chips, cheese curls) and Bigs (sunflower seeds).

The commercial model centers on shelf-stable CPG distribution through major grocery and specialty food retailers, supplemented by direct-to-consumer e-commerce via McCormick.com (with free shipping on orders over $60). Primary customers are home cooks and BBQ enthusiasts seeking authentic Texas-style flavor solutions for grilling, smoking, and everyday cooking. Marketing is content-led: a recipe hub, a 'Cow Cuts 101' educational guide, and active presence on Instagram, Facebook, Pinterest, and X support top-of-funnel engagement, while an email newsletter drives mid-funnel promotion.

The business is operated with a lean footprint (11-50 employees at the brand level) consistent with a brand-unit structure inside a large public parent. Stubb's is positioned as an authentic heritage brand in a competitive but growing BBQ condiment category, with brand licensing as a parallel vector for monetizing the Stubb's name beyond core sauces into snack and on-the-go occasions. Revenue is not separately disclosed by McCormick, and the brand shows continued SKU expansion rather than any disclosed restructuring, M&A, or funding activity.

Name

Stubb's

Legal name

One World Foods, Inc.

Website

https://stubbsbbq.com

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

11–50 employees

Short description

Stubb's is an authentic Texas-style barbecue sauce, marinade, dry rub, and baked bean brand, founded in 1991 in Austin, Texas, and owned by McCormick & Company (NYSE: MKC) through One World Foods, Inc. The products serve home cooks and BBQ enthusiasts via grocery retail and McCormick.com D2C e-commerce.

Ownership category

akta.pro rank

Product category

Barbecue sauces and seasonings

SIC

Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030), Food And Kindred Products (2000)

akta.pro primary industry

BBQ Sauce & Marinades Manufacturing (AFAKADAH)

akta.pro secondary industries

Condiments, Sauces & Dressings (CRADAAAB), Smoke Flavors (Liquid Smoke, Smoke Condensates) (AFAJADAE)

Keywords

• Barbecue sauces
• BBQ marinades
• Dry rub seasonings
• Baked beans
• Grilling condiments

Headquarters

HQ city

Austin

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. BBQ Sauces, Marinades, and Rubs: Primary revenue stream from the sale of branded BBQ sauces, wet marinades, smoke and rub seasonings, and baked beans through retail and e-commerce channels.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Stubb's manufactures and sells a Texas-style BBQ product line consisting of bottled barbecue sauces (8 varieties including Original, Hickory Bourbon, Smokey Brown Sugar, Smokey Mesquite, Spicy, Reduced Sugar, Dr Pepper, and Jalapeño & Honey), wet marinades for beef, chicken, and pork, dry rubs and coating mixes, hickory liquid smoke, and canned baked beans. Products are sold under the Stubb's brand at major grocery retailers and direct through McCormick.com, and the brand is licensed for use on co-manufactured snack products.

Product overview

Stubb's is a line of authentic Texas-style barbecue sauces, marinades, and dry rubs owned by McCormick. The product portfolio consists of eight BBQ sauce varieties (including Original, Hickory Bourbon, Smokey Brown Sugar, Smokey Mesquite, Spicy, Simply Sweet Reduced Sugar, Dr Pepper, and Jalapeño & Honey), three wet marinades (Beef, Chicken, and Pork), seven dry rub/coating products (Pork Seasoned Coating Mix, BBQ Rub, Pork Rub, Chicken Rub, Sweet Jalapeno Rub, Black Pepper & Smoke Rub, Texas All Purpose Rub), one liquid smoke product (Hickory Liquid Smoke), and two baked bean varieties (Original and Sticky Sweet). Additionally, Stubb's brand licensing extends to co-branded snack products including Herr's potato chips, Herr's cheese curls, and Bigs sunflower seeds. The products are positioned as authentic Texas BBQ flavor offerings primarily for retail consumer markets.

Differentiator

Problem solved

Functional benefit

Products and services

• Stubb's Original Barbecue Sauce Stubb's flagship barbecue sauce, 18 oz bottle, positioned as the original Texas-style base SKU for the brand.
• Stubb's Hickory Bourbon Barbecue Sauce Barbecue sauce with hickory and bourbon flavors, 18 oz bottle.
• Stubb's Smokey Brown Sugar BBQ Sauce Barbecue sauce with smoky brown sugar flavor, 18 fl oz bottle.
• Stubb's Smokey Mesquite Barbecue Sauce Barbecue sauce with smoky mesquite flavor, 18 oz bottle.
• Stubb's Spicy Barbecue Sauce Hot and spicy barbecue sauce, 18 oz bottle.
• Stubb's Simply Sweet Reduced Sugar BBQ Sauce Reduced sugar barbecue sauce with sweet flavor, 18 oz bottle.
• Stubb's Dr Pepper Barbecue Sauce Barbecue sauce featuring Dr Pepper flavor, 18 oz bottle.
• Stubb's Jalapeño & Honey Bar-B-Q Sauce Barbecue sauce with jalapeño and honey flavors, 18 oz bottle.
• Stubb's Pork Seasoned Coating Mix Seasoned coating mix specifically formulated for pork, 5 oz package.
• Stubb's BBQ Rub General-purpose BBQ rub with sea salt, paprika and garlic, 4.62 oz jar.
• Stubb's Pork Rub Rub seasoning for pork with sea salt, garlic and lime, 5.07 oz jar.
• Stubb's Chicken Rub Rub seasoning specifically crafted for chicken, 5.04 oz jar.
• Stubb's Sweet Jalapeno Rub Sweet jalapeño flavored rub, 11.4 oz jar.
• Stubb's Black Pepper & Smoke Rub Black pepper and smoke seasoned rub, 12.2 oz jar.
• Stubb's Texas All Purpose Rub All-purpose Texas-style rub crafted with mesquite smoke, 12.2 oz jar.
• Stubb's Hickory Liquid Smoke Concentrated hickory liquid smoke for adding BBQ smoke flavor, 5 oz bottle.
• Stubb's Soy, Garlic & Red Pepper Beef Marinade Wet marinade for beef with soy, garlic and red pepper, 12 oz bottle.
• Stubb's Citrus & Onion Chicken Marinade Wet marinade for chicken with citrus and onion, 12 oz bottle.
• Stubb's Chili, Lime & Ginger Pork Marinade Wet marinade for pork with chili, lime and ginger, 12 oz bottle.
• Stubb's Original Baked Beans Original flavored baked beans, 15.5 oz can (12-count), positioned as a non-GMO Project Verified, gluten-free, vegetarian side with no high fructose corn syrup.
• Stubb's Sticky Sweet Baked Beans Sticky sweet flavored baked beans with rich molasses and brown sugar, 15.5 oz can (12-count).
• Herr's Stubb's Bar-B-Q Potato Chips Co-branded crispy potato chips seasoned with Stubb's Bar-B-Q sauce flavor, produced under a licensing partnership with Herr's.
• Herr's Stubb's Sticky Sweet Bar-B-Q Cheese Curls Co-branded crunchy cheese curls seasoned with Stubb's sticky sweet Bar-B-Q flavor, produced under a licensing partnership with Herr's.
• Big's Stubb's Tangy Bar-B-Q Sunflower Seeds Co-branded roasted sunflower seeds seasoned with Stubb's tangy Bar-B-Q flavor, produced under a licensing partnership with Big's.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered minor.

• Herr'sminorOEM/ Whitelabel/ Licensing PartnerHerr's manufactures Stubb's Bar-B-Q flavored potato chips and Stubb's Sticky Sweet Bar-B-Q cheese curls, extending the Stubb's brand into the snack food category through licensing agreements.
• Big'sminorOEM/ Whitelabel/ Licensing PartnerBig's produces Stubb's Tangy Bar-B-Q flavored sunflower seeds, a licensing partnership that extends the Stubb's brand into the snack seed category for sporting events and casual snacking.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Market position

Competitive moat3 records

Key risks4 records

Key highlights7 records

Customer concentration

• Xx.com/stubbsbbqsauce
• Facebookfacebook.com/stubbsbbqsauce
• Instagraminstagram.com/stubbsbbqsauce
• Pinterestpinterest.com/stubbsbbqsauce

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Stubb's