Canadian grillers hold secret sauce recipes close to their hearts, refusing to share more often than not

A recent Ipsos survey commissioned by Sabra Canada uncovers national and regional perspectives from a country of passionate grillers as we head into the Victoria Day Long Weekend 2017

TORONTO, May 15, 2017 /CNW/ - It's the season to fire up the barbecue, grease up the grill and start the competition for who is the best on the barbecue. For some Canadians, being the best means keeping their sauces and marinades a secret. To offer a fresh take on typical sauces, Sabra Canada teamed up with Chef Matt Basile (of Fidel Gastro's and Lisa Marie), to incorporate hummus - one of the hottest food trends today – into a new, not-so-secret (unless you want it to be) sauce.

According to an Ipsos polli conducted earlier this month, 15 per cent of Canadians who barbecue have a secret go-to sauce that they won't share with anyone. Men (18 per cent) are more likely than women (11 per cent) to keep their sauce recipe to themselves, while women (29 per cent) are more likely than men (21 per cent) to share their recipes.

A West Kept Secret
Grillers in Saskatchewan and Manitoba (51 per cent) are most likely to have a secret sauce for barbecue season, and most likely won't share (26 per cent), followed by British Columbians are next likely to have a secret sauce (45 per cent), but most likely to share (only 12 per cent will not). The rest of the country shares similar sentiments about having a secret sauce; Ontarians, Atlantic Canadians and Quebecers range from 36 to 39 per cent having secret sauces and 12-15 per cent of those will not share.

"It goes without saying that using the best quality meat or plant-based protein is a perfect start to a great dish.  Marinating is an important part of the process and key to delivering a delicious taste, leaving friends and family wondering what that secret sauce is made of," Glenn Conrod, General Manager, Sabra Canada.

When it comes to favourite flavour profiles in Canada, the Ipsos poll reveals that Canadians seem to crave a fusion of flavours, preferring a combination of heat and sweet with sweet ranking last. 37 per cent choose a blend of sweet and sour and those wanting a kick of heat followed closely behind (36 per cent). 23 per cent say it shouldn't be too sweet, and one in ten Canadians (12 per cent) say the ultimate summer sauce should have exotic or tropical ingredients.

Sabra Canada's 2017 Secret Sauce: Created by Tastemaker, Matt Basile
It's the summer of Sabra, with the expansion of middle-eastern restaurants in Canada and exotic ingredients like za'atar, tahini and turmeric making their way into the mainstream. Restaurants, chefs and food lovers are incorporating these ingredients into classic recipes on and off the grill to add new elements of intrigue and delight to their entrées. 

Sabra Canada was the first to market hummus topped with a substantial dollop of garnish. For over a decade, the company has sold millions of tubs of award-winning hummus to Canadians from coast-to-coast, making best sellers out of the Roasted Red Pepper, Supremely Spicy, Roasted Pine Nut, Roasted Garlic, Greek Olive, Spinach and Artichoke and Classic flavours. Canadians can enjoy Sabra hummus right of the tub for quick and easy dipping with vegetables, chips or pita. It also makes a great sandwich spread, burger topper or special ingredient in secret sauces.

To celebrate the season, Sabra Canada's 2017 Tastemaker, Food Truck Owner and Restaurateur Matt Basile has created a Secret Sauce featuring Sabra Roasted Garlic Hummus as one of the key ingredients. To find out how to prepare for the upcoming long-weekend please visit Sabra Canada's Facebook page.

About Sabra Canada
Sabra Canada Inc. is Canada's fastest growing fresh hummus company, best known for its smooth and creamy hummus topped with savoury garnishes. Included in its portfolio are a variety of fresh-packed salsas and guacamoles. Sabra products can be found in major grocery stores and mass retailers across the country. For more information about Sabra Canada visit


i These are some of the findings of an Ipsos poll conducted between May 2 and May 5, 2017 on behalf of Sabra. For this survey, a sample of 1,001 Canadians from Ipsos' online panel was interviewed online. Weighting was then employed to balance demographics to ensure that the sample's composition reflects that of the adult population according to Census data and to provide results intended to approximate the sample universe. The precision of Ipsos online polls is measured using a credibility interval.  In this case, the poll is accurate to within +/ - 3.5 percentage points, 19 times out of 20, had all Canadian adults been polled. The credibility interval will be wider among subsets of the population. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error, and measurement error.


SOURCE Sabra Canada Inc.

For further information: Renée Lalonde,

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