Bull's-Eye Barbecue Sauce

Bull's-Eye Barbecue Sauce is a packaged barbecue-sauce brand associated with Kraft Heinz and sold in the United States and Canada. The brand was introduced in 1985 and positioned itself around a substantial, assertive flavor, using the tagline “The Big, Bold Taste of Bulls-Eye Can't Be Beat.” Its principal role is as a consumer condiment for grilling, barbecuing, dipping, and use in prepared foods. The brand also developed visibility through foodservice distribution. Burger King used Bull's-Eye sauce on selected menu items, including the Bull's-Eye BBQ burger and the Rodeo Cheeseburger. Burger King later replaced it with Sweet Baby Ray's sauce in 2007, marking a change in that particular restaurant partnership rather than a documented end to the retail brand. In 2009, Bull's-Eye introduced the Bull's-Eye Brotherhood, a marketing campaign built around comedic online videos featuring Canadian comedian Gerry Dee. The campaign extended the brand beyond traditional packaging and television advertising into web-based entertainment, using humor and a brotherhood concept to reinforce its barbecue-oriented identity. Available reference material identifies Kraft Heinz as the creator and distributor of Bull's-Eye in the United States and Canada. Publicly available information supplied for this entry does not establish a separate headquarters, founder, detailed product portfolio, corporate listing status, or current executive roster for the brand. The brand's present operating status is therefore recorded as active in the absence of evidence that it has been discontinued, while specific current retail availability and product variants remain undocumented here. Heinz Bull's Eye is a barbecue sauce brand by Heinz, offering various flavors, sold in Germany and the US. Known for its smoky flavor, suitable for grilling and cooking.

Bull's-Eye Barbecue Sauce entered the market in 1985 as a barbecue-sauce brand created and distributed by Kraft Heinz in the United States and Canada. Its early identity emphasized an intense, full-bodied flavor, expressed through the tagline “The Big, Bold Taste of Bulls-Eye Can't Be Beat.” The brand belonged to the broader packaged-food condiment category, serving both household barbecue use and foodservice applications. It offers various flavors, is known for its smoky taste, and is also sold in Germany. A notable part of Bull's-Eye's documented commercial history is its association with Burger King. The fast-food chain used the sauce on its Bull's-Eye BBQ burger and Rodeo Cheeseburger. In 2007, Burger King changed the sauce used for those offerings to Sweet Baby Ray's. This was a change in a restaurant menu supply relationship; the available reference does not state that Bull's-Eye itself was discontinued. Bull's-Eye later pursued digital marketing. In 2009, it launched the Bull's-Eye Brotherhood, a campaign centered on comedic web videos featuring Canadian comedian Gerry Dee. The campaign reflected the brand's effort to express its barbecue positioning through entertainment and online content as well as through traditional product marketing. The supplied reference material identifies Kraft Heinz as the brand's creator and distributor in the United States and Canada but provides little additional corporate or product-level detail. It does not document a founder, standalone headquarters, executive team, complete variant list, financial performance, or a definitive current retail footprint. Consequently, the brand's documented history is concentrated on its 1985 introduction, its foodservice use at Burger King, and its 2009 digital campaign.

• 2009

  Bull's-Eye Brotherhood campaign launched

  [1]Bull's-Eye Barbecue Sauceen.wikipedia.org

  Bull's-Eye launched an online campaign featuring comedic web videos with Canadian comedian Gerry Dee.

• 2007

  Burger King changes sauce supplier

  [1]Bull's-Eye Barbecue Sauceen.wikipedia.org

  Burger King replaced Bull's-Eye sauce with Sweet Baby Ray's sauce on the relevant Bull's-Eye BBQ burger and Rodeo Cheeseburger menu items.

• 1985

  Brand introduced

  [1]Bull's-Eye Barbecue Sauceen.wikipedia.org

  Bull's-Eye Barbecue Sauce was introduced as a Kraft Heinz-created and distributed barbecue-sauce brand in the United States and Canada.

A bold-flavor barbecue sauce brand intended for grilling, cooking, dipping, and barbecue-themed prepared foods, positioned for the mass market.

• Barbecue sauce · 1985

  Bull's Eye Original Barbecue Sauce

  The core Bull's-Eye product is a packaged barbecue sauce created for use with grilled and barbecued foods. It is also suitable for cooking, dipping, and incorporation into prepared dishes. The brand's historical marketing emphasized a bold, pronounced taste. The supplied reference does not identify specific current flavors, bottle sizes, formulas, or regional product variants. A flagship Bull's Eye barbecue sauce offering.

• 2009Bull's-Eye Brotherhood

  Canada

  Bull's-Eye created a comedic web-video campaign featuring Canadian comedian Gerry Dee. The campaign used the idea of a Bull's-Eye Brotherhood to give the sauce brand a social and entertainment-oriented identity. The available reference confirms the campaign's launch but does not report measured sales, audience, or campaign-performance results.

  Outcome. The available reference confirms the campaign's launch but does not report measured sales, audience, or campaign-performance results.

  Source

• 2007

  Burger King changes the barbecue sauce used on selected menu itemsOther

  Background

  Burger King had used Bull's-Eye sauce on its Bull's-Eye BBQ burger and Rodeo Cheeseburger.

  Action taken

  Burger King replaced Bull's-Eye with Sweet Baby Ray's sauce.

  Aftermath

  The available reference does not describe the commercial terms, reasons, or broader effect of the change on Bull's-Eye.

  Source

1. 1Bull's-Eye Barbecue Sauceen.wikipedia.org