Dr Will's produces condiments that contain only natural ingredients and are a healthier alternative to other major brands available at the supermarket. Dr Will’s currently stock their products in a variety of retailers such as Holland & Barret and Ocado and have a deal with Waitrose and Tesco to stock their products in 2020. Dr Will’s had a total revenue of £239,000 in 2019 and are estimating their revenue to rise to £918,000 in 2020.
Currently, the market for condiments is dominated by Heinz, Hellmann's and supermarkets own label products. However, only a small number of artisan producers exist in the market. The current market leaders are known for making products which are not made from natural ingredients and are unhealthy. For instance, the leading brand of ketchup contains 19 cubes of sugar in a single bottle. Dr Will’s ketchup is made from 100% natural ingredients and contains zero added sugar.