H.P. Sauce was manufactured in the same British factory in Aston Cross from the early 1900’s up through 2007. The factory itself dated back even further to the 1870’s and a story celebrating it’s centennial anniversary found in the September 22, 1975 edition of the Birmingham “Evening Mail,”serves as a good lead in to the H.P. story.
Aston Expressway has a flavor all its own. Wind down the car window as you accelerate through Aston in tonight’s rush hour and savor the spicy smell. You might call it Britain’s most mouthwatering motorway. The people who put the tasty tang in the air, of course, are the sauce makers of H.P… Every day the Ashton factory stirs up 27,000 gallons of piquant liquids for our delectation.
They make a valuable contribution to our balance of payments too, exporting to 83 foreign countries. Which is ironic in a way, since the spices and herbs that go to make a bottle of sauce are gleaned from all over the world too. So you have the odd situation where dates, for instance, are imported by H.P. from Iraq and end up on an oil sheik’s table in that same country inside a sauce bottle.
Soy sauce and ginger arrive in Aston from Hong Kong and are returned as two of a score of ingredients under an H.P. label printed in Chinese.
If the modern housewife realized how many countries contributed to the sauce bottles on her pantry shelf she might get map-drunk.
Mint from Morocco, cloves from Zanzibar, tamarinds from Barbados, chillies from China, pepper from Sarawak, coriander from Romania, beans from Bulgaria, raisins from Cyprus, mace from Indonesia, egg yolks from Denmark and anchovies from Peru.
All of which produced a sauce described like this in 1920’s advertisements.
The Premier Sauce of England, is a thick, economical sauce – a delicious blend of selected fruits, spices, vegetables, and Midland vinegar. It sharpens the flavor of things and makes you eat with zest and relish. Little goes a long way. You will surely enjoy it.
Use H.P. Sauce with all hot or cold meats, chops, steaks, bacon, fish, game, poultry, salads, cheese, etc., and for enriching soups, gravies and hashes. Don’t miss this tasty treat.
So, with the stage now set, here’s H.P.’s story.
The origins of the sauce date back to an English grocer named Frederick Gibson Garton and his Arkwright Street grocery store in Nottingham, England. A feature on Garton published years later in the January 15, 1986 edition of Nottingham’s “Evening Post” described him as:
the undisputed brains behind the stuff we pour over our eggs and bacon each morning.
The story, which included an interview with Garton’s then 75 year old son, John, goes on to suggest that the origins of the sauce dated back to at least 1894.
The secret ingredients of the original HP were written by Mr. Garton in his 1894 “The Grocer Diary.” They included garlic, shallots, ground mace, tomato puree, cayenne pepper, ground ginger, raisins, flour, salt – as well as vinegar.
In fact the story included this print of the entry from Garton’s diary (left hand side).
As best I can tell the ingredients read: 6 gallons acid; 5 gallons tomatoes; 14 oz. garlic; 1 lb shallots; 1/4 lb mace ground; 1/4 lb cloves ground; 5 oz. cayenne pepper; 1/4 lb ground ginger; 1 gallon soy; 6 lb tamarinds; 4 lb salt and 2-1/2 lb corn flour.
Garton purchased the vinegar (acid in the above recipe?) he needed to make his sauce from Edward Samson Moore’s Midland Vinegar Company, likely in five gallon barrels similar to the one exhibited in this 1890 advertisement found in the August 2nd edition of a London weekly newspaper called “The Graphic.”
The “Evening Post” feature goes on to say that in 1899 Garton, slow in making payments for the vinegar, was in debt to the Midland Vinegar Company to the tune of £150. At the time, Moore was looking to add a sauce to his vinegar business and in exchange for Garton’s debt he acquired the rights to both the H.P. recipe and the Garton name. According to a book entitled “The True Story of H.P. Sauce,” the deal was consummated during a visit by Moore and his son to Garton’s shop.
Mrs. Garton was bidden to mind the shop and the Moores were ushered to the back of the building. Here, in a washhouse cooper, a sauce was brewing, a sauce that smelled uncommonly good…
Suddenly Samson’s attention was caught by a small basket cart standing lopsidedly in the yard. In a blinding moment of revelation he knew that his quest was at an end.
Attached to the basket cart was a board, bearing in clumsily painted letters, the magic words “Garton’s H.P. Sauce.”
Mr. Garton had called the sauce H.P. because he heard that his product had been used in the House of Parliament.
The book went on to say:
Samson’s excitement knew no bounds. The House of Parliament! What more appropriate symbol could be found for a sauce of national appeal? Within minutes, Mr. Garton’s debt had been cancelled and £150 paid for the name and recipe of his sauce.
The jubilant Moore departed for Aston where a week later the little basket cart also arrived.
On a side note: Garton’s son felt that his father had been taken advantage of, an opinion supported by Garton’s May 25, 1899 agreement with Moore.
…the 1899 document his father had to sign which transferred his business also deprived him of any rights to carry on any trade connected with sauces and chutney.
Along with H.P. Sauce and Daddies Favorite went other less famous brand names such as Nottingham Relish, Sandon Sauce, Worcestershire Sauce (although not the original), Banquet Sauce, Yorkshire Sauce and Garton & Co.s Indian Chutney.
The bequest didn’t end there. Under the terms of the draft, Mr. Garton had to face the humiliation of having to travel to Birmingham at any time stipulated by Samson Moore to help set up the new operation and show the workforce how to produce his invention.
“He was at their beck and call,” said Garton junior. “He had to go over to teach them how to make it and his expenses were limited to no more than £1 a day.”
All that aside, there’s no question that it was Moore’s acquisition of H.P. Sauce that propelled it from a condiment sold locally out of a small hand-painted cart into a product distributed in over 80 countries world-wide.
Moore’s business, the Midland Vinegar Company, got its start about 25 years prior to the acquisition of H.P. Sauce. The company’s early history was found in a September 24, 1975 story published in “The Birmingham Post.”
It was in 1875 that Moore, then in his mid-twenties, married and with a baby son, and with valuable experience behind him as a representative for a Portsmouth pickle manufacturer, built his own vinegar brewery in Tower Road, Aston.
A few months earlier, he had given up his job. When his father, although running a flourishing printing business, was unable to offer him a loan sufficient for setting up the new venture, he turned to his wealthy cousin for financial backing.
This he received after adding a strong family interest to the deal by naming his son after the cousin and asking him to be godfather.
Moore then bought the Birmingham branch of the Cambrian Vinegar Co. and sold its product while his own factory was being built in Tower Road- an ideal site for labor, transport and hard water supplies from the local well, so necessary to brew a first class vinegar,
The Midland Vinegar Co. was officially registered and brewing production began.
While the above story suggests this occurred in 1875, a year earlier Moore was already using the “Midland Vinegar” name in classified advertisements, as evidenced by this April 20, 1874 ad found in the “Birmingham Post.”
So, suffice to say the company was up and running sometime in the mid-1870’s. It was originally operated as a partnership that included Moore as well as Edward Eastwood who had supplied the loan referenced in the above story. As far as I can tell, it was primarily a local operation until the acquisition of Garton’s product line and H.P. Sauce in particular resulted in world-wide distribution.
According to a book entitled “The Road from Aston Cross: An Industrial History, 1875-1975:”
In 1901 the Moore’s registered the offices of F. G. Garton Sauce Manufactory at Tower Road.
That being said, early on the sauce was typically associated with the “Midland Vinegar Company” name.
As early as November, 1902 the company was publishing items that contained simple messages in the local newspapers. One found in the December 30, 1902 edition of Nottingham’s “Evening Post” asked and answered the question “What is H.P.?”.
A year later, in 1903″ the same question had a much longer and detailed answer in their newspaper advertisements.
According to the 1975 “Birmingham Post” story, these advertisements were supported by a fleet of horse drawn wagons that distributed “free” samples to promote the sauce.
The caption associated with the above photograph that appeared in the story read:
The launching of HP Sauce. Samson Moore, the manufacturer, loaded thousands of miniature bottles of the sauce onto hundreds of small covered wagons, drawn by donkeys and ponies, for a grand tour of all the main towns of England and Scotland. Millions sampled it.
That being said, England and Scotland certainly weren’t the company’s only targeted markets. As early as December 18, 1901 the company had an Australian agent and was advertising both their HP Sauce and Malt Vinegar in Sydney Austrailia’s “The Sun.”
Not long afterwards the sauce had also made its way across the Atlantic where, in 1903, newspaper advertisements for H.P. Sauce began appearing in Halifax, Nova Scotia. Some of the earliest ads I can find appeared in the November editions of the “Halifax Herald.”
A year later a series of September, 1904 advertisements in the ‘Halifax Herald” made it clear the company was also distributing free samples there as a way to introduce H.P. Sauce. However, in lieu of donkey carts, you could simply pick one up when visiting the local grocery store.
Initially focused on Halifax, by the end of the decade H.P. newspaper advertisements were appearing throughout most of the Canadian provinces and as far west as British Columbia, as evidenced by this November 20, 1909 ad in a Vancouver newspaper called “The Province.”
By the end of the decade H.P. Sauce was also making headway in the United States where as early as 1910 the November 21st edition of Newark, New Jersey’s “Star Ledger” included H.P. Sauce as a “Thanksgiving Suggestion.” (Left side toward the bottom)
A March 12, 1912 ad in the “Philadelphia Inquirer,” identified J. Judd Mason & Co. of New York City as H.P.’s ‘sole importer” at the time.
The Mason company’s role was apparently short-lived, and by 1916 the firm of W. G. Patrick & Co. was H.P.’s U.S, and likely Canadian agent. Headquartered in Birmingham, England and Toronto, Canada, a December 22, 1916 story in the “Atlanta Constitution” described them as
the largest concern importing foreign goods in the world. They deal in imported fancy groceries, high-class imported confectionary and raw materials for manufacturing confectioners and bakers.
A Patrick advertisement found in the November 18, 1918 edition of the “Minneapolis Journal” suggested that it was the end of World War I that served as the catalyst for an increase in their U.S. sales. It read in part:
H.P. Sauce from England is now offered to American People.
This famous sauce, long the favorite of the British Isles, and the Continent can now be obtained from your grocer – or at any hotel or restaurant in Minneapolis and St. Paul.
Thanks to the gallant British and American navies that have cleared the Atlantic of the danger of the Hun U-Boats…
According to “The Road from Aston Cross,” France and South Africa were added in 1918 such that by then this April 18th advertisement found in a publication called “Advertising World” was not too far fetched.
MADE IN ENGLAND
ENJOYED ALL OVER THE WORLD
Back in England,the business operated as a partnership until 1912 when, after Edward Eastwood’s death in 1910, the Moore family bought out Eastwood’s shares and formed a private company. A notice to that effect appeared in the February 13th edition of the “Birmingham Post.”
Thirteen years later, in 1925, the Midland Vinegar Company was dissolved for the purpose of being acquired by a newly formed corporation called H.P. Sauce, Ltd.
The Prospectus for the new company found in the February 2, 1925 edition of London’s “Evening Standard” provided the reasoning behind the change.
The company has been formed to acquire the old-established business of the Midland Vinegar Company, Limited, Vinegar Brewers, Manufacturers of Sauce, Pickles and Bakers’ Yeast, and proprietors of F. G. Garton & Co., Limited, The Tower Yeast Co., Limited, and the Trade Marks of the celebrated H.P. Sauce and Daddies Favorite Sauce. (hereinafter referred to as “the Old Company”)
The opportunity of acquiring the business has arisen from the fact that Mr. Edwin Samson Moore, who, with the members of his family and staff, owns the whole of the shares of the Old Company, is retiring on account of age, and his son, Mr. Edwin Eastwood Moore, is retiring on account of health.
Five years later, in 1930, Lea & Perrins merged with H. P. Sauce, Ltd. The merger was announced in the March 21, 1930 edition of several English newspapers. The “Birmingham Gazette” story follows.
The amalgamation of two Midland firms of sauce manufacturers is announced.
An agreement of amalgamation has been entered into as from 1 January, 1930, of the businesses of H.P. Sauce, Ltd., and Lea and Perrins, the well-known manufacturers of the original Worcestershire Sauce.
Both firms have been regarded as leading sauce manufacturers. The two businesses will continue to trade under their own individual managements, but it is considered that the amalgamation should be of great benefit in the further development of the twin interests of the united companies.
The firm of Lea Perrins is being converted into a private limited company of the same name whose shares will be acquired by H.P. Sauce, Ltd…
By the early 1930’s, in addition to H.P.Sauce several other products were being advertised under the H.P. name. Marketed as “the H.P. Family.” this September 1, 1932 advertisement found in the “Stockport Express” mentioned salad cream, ketchup. mayonnaise and pikanti in addition to the established H.P. Sauce.
A display of these H.P. products at the 1933 Industrial Trades Exhibition was described like this in the July 30th edition of the “Methyr Express.”
Every woman whose job it is to prepare three meals a day finds the problem of flavor and variety a little baffling at times. Practical help is at hand, however, as will quickly be seen by a visit to the H.P. Sauce, Ltd., demonstration stand. It would seem as if this excellent British firm had gone step by step with the housewife through the day and foreseen her every need. Here first of all is the world-famous H.P. Sauce, the rich, thick, fruity variety. Then Garton’s “H.P.” Tomato Ketchup claims attention, for this new product fills the real need that existed for a ketchup of true tomato flavor, with the tang and zest that is so pleasing to the British palate.
For salads and fish dishes of all kinds, there is the smooth-flavored creamy “H.P.” Salad Cream and Mayonnaise; for sandwiches nothing can be more welcome than Pikanti, which is a delicious and appetizing filling; for cold meat and cheese there are the famous “H.P.” Pickles, in such variety that every palate can be pleased.
The whole “H.P.” exhibit proves conclusively that for flavor and economy the housewife cannot do better than following the slogan “Buy British.”
This advertisement touting their ketchup and pikanti appeared in the July 21, 1933 edition of the Stoke-On-Kent “Evening Sentinel.”
As you might expect World War II presented a unique set of challenges. Those challenges were described and to an extent addressed at the company’s 1942 stockholders’ report, a summary of which was found in the March 27, 1943 edition of the “Birmingham Post”
The home market demand is far in excess of supply facilities and certain “sundry” items had to be eliminated. Owing to the exigencies of shipping, supplies from overseas are irregular in delivery, and our export trade has undergone temporary suspension. We have, however, good news of the continued activity of our American company, Lea and Perrins (Inc.), and the special wartime arrangements which were made in Canada (with E.D. Smith & Sons) for the production of H.P. Sauce have maintained our connection and preserved our goodwill. The same may be said of our subsidiary factory in Australia.
The company’s 1950 stockholder report found in the May 17, 1951 edition of the “Birmingham Post” made it clear that after the war their export trade was back in business.
It is also satisfactory to report that notwithstanding the considerable reimposition of import license regulations in many overseas countries, the export of a full range of our products is still expanding.
The report also indicated that the company had made several acquisitions in the late 1940’s.
At home without exception, our operating subsidiaries, Lea & Perrins Ltd., Macks Walsall Ltd., Fletcher’s Sauce Company, Ltd., and Albion Bottle Company, Ltd., have extended their capacity, with consequent improved results…
Two years later, in 1951, the company announced another acquisition in the October 31, 1951 edition of the “Birmingham Post.”
H.P. Sauce Extends Its Interests
The directors of H.P. Sauce, Ltd. announced that the company has acquired a controlling interest in Norfolk Canneries, Ltd., and has increased its holding in Lea & Perrins, Inc., its American subsidiary company.
Consequently, their 1952 Stockholder report, found in the May 28, 1953 edition of the “Birmingham Post,” was very optimistic.
In contrast with proximate preceding years, 1952 was marked by a full return to competitive conditions, both at home and abroad…It is, therefore, with satisfaction that we can report once again that the turnover of both the parent company and the Group reached record totals…
All the Subsidiary Companies show increased turnover with the exception of the Albion Bottling Company, Limited, which in common with all glass container manufacturers has experienced a recession in demand…The world-wide reputation of Lea & Perrins Limited has been fully upheld by the increased turnover and profits last year…As I indicated in my speech last year our increased stockholding in this Company has resulted in an additional contribution to the revenue of the parent company.
Norfolk Canneries Limited has had a satisfactory year, the expectations entertained when the Company was acquired having been fully realized.
The Fletchers Sauce Company, whose products have been known in Yorkshire and the North of England for over a century, has maintained its position, whilst Macks Walsall Limited has upheld its standing in the pickle trade…
During the year we experienced a gratifying increase in the sales of Lea & Perrins and H.P. Sauce in Canada, where Messrs. E.D. Smith & Sons continue to handle the manufacture and distribution with characteristic energy and enterprise…
It was also around this time that several new products, bearing the H.P. name were introduced. One, H.P. Baked Beans, started being included in supermarket price listings as early as 1956.
By the early 1960’s an item found in the December 17, 1965 edition of the “Birmingham Post.” suggested that rising costs, along with increased competition were becoming an issue.
Having almost maintained its profits in the first half of 1965, HP Sauce, the Birmingham maker of sauces and tinned food, expects its results for the full year to be about equal to last year’s. Not exciting perhaps, but good all the same considering the speed at which costs have been rising and the ferocity 0f competition in the food trade.
Less than two years later the H.P. business was acquired by Imperial Tobacco. According to the August 11, 1967 edition of the Liverpool “Daily Post:”
Rumors of a bid for H.P. Sauce have been quickly confirmed for Imperial Tobacco have announced they are offering 25s for each ordinary share and 25s 6d for each preference share. This means a £22 million bid for the H.P. business which was registered in 1924 and is well known for H.P. Sauce itself and also for vinegar, canned beans and tomato sauce. It controls Lea and Perrins, the Worcestershire sauce firm, and also Daddies Sauce products.
H.P. has a good profit record, despite the almost cut-throat competition in the food trade, but competition is becoming keener than ever.
In 1972 Imperial Foods Ltd., the food division of Imperial Tobacco, announced they were merging H.P. Sauce, Ltd. with another one of their units, Smedley’s, Ltd. on November 1, 1972. According to the September 25, 1972 edition of the Coventry “Evening Telegraph:”
Mr. T.P.C. Smith, chairman and managing director of H.P. Sauce, Ltd., who is to be chairman and managing director of the new company, said today: “Because of our common interests in the grocery trade and the obvious area of duplicated effort – distribution, administration, sales and marketing, research and development – we believe a marriage of the two companies to be desirable and sensible.”
After several more acquisitions, H. J. Heinz acquired the business in 2005. Two years later Heinz ended the over a century long relationship between H.P. Sauce and Aston when they moved production to the Netherlands. A March 17, 2007 item in a London newspaper called “The Independent” told the story.
H.J. Heinz continues to make H.P. Sauce today.
The bottle I found is 8-1/4 inches tall with a 1-3/4 inch square cross section and contains 7-1/2 ounces. Blown in a mold, it was almost certainly manufactured in Britain and was likely an early U.S, import. The bottle matches the shape and size of the 7-1/2 ounce bottle pictured in this February 24, 1919 “Pittsburgh Press” advertisement.
On a final note: What appears to be one of their early miniature samples recently surfaced on antique-bottles.net
