September means one thing in kitchens and parking lots across the country: football is back. Between kickoff snacks, tailgate spreads, and Sunday afternoon cookouts, this is the busiest stretch of the year for grills and smokers everywhere. And when it comes to flavor that can keep up with a full slate of games, Kinder's has become the go-to name for home cooks who want restaurant-quality results without the guesswork. Read on to learn more why this brand deserves a place at the table and how IGA is bringing new savings opportunities to your stores with this MVP brand.
Tailgating has grown beyond a pregame tradition; it's become one of the biggest food occasions of the fall calendar. According to Deli Business, tailgate gatherings average 11 people, and about three-quarters of participants say food selection is a major factor in whether the event feels like a success.1
The focus on food has shifted the culture in a specific direction: homemade. Research from Chicory found that most fall tailgaters prefer serving dishes homemade over ready-to-eat or catered options.2 That preference puts real pressure on the host to deliver bold, consistent flavor without spending all day on prep, which is exactly the gap Kinder's is built to fill.
Tailgating (or homegating) is very different from cooking a quiet weeknight dinner. You're often cooking for a crowd and trying to hit multiple flavor profiles at once because not everyone wants the same thing. That's exactly where Kinder's shines. Their lineup of seasonings, rubs, marinades, and sauces is built for cooks who want big, bold flavor with minimal prep, so you can spend less time fussing over ingredients and more time enjoying the game.
Kinder's has earned its spot as the tailgate go-to: the brand is in 1 out of every 3 households3 and is currently the fastest-growing brand across the pantry and frozen categories.4 It also holds the #1 spot among seasoning blend brands, #2 among BBQ sauce brands, and #3 among marinade and teriyaki brands.5 That’s the kind of category leadership that shoppers are looking for on grocery store shelves.
Stock these top sellers to give your tail- or home-gating shoppers the options they're seeking.
For the Everyday MVP: The Blend
Kinder's original master seasoning of salt, cracked pepper, and crunchy garlic is the easiest way to season a mixed tailgate grill without juggling five different spice jars. It works on steaks, burgers, chicken, seafood, and vegetables alike; it’s a true go-to for the cook running the whole spread.
For the Steak Station: Prime Steak Seasoning
A premium steakhouse blend of black garlic, truffle, and butter that takes any cut of beef from backyard to high-end in one shake. It also holds up well on chicken, seafood, and lamb, making it a strong pick when the tailgate menu goes beyond burgers and dogs.
For the Sauce Table: Hickory Brown Sugar BBQ Sauce
A smoky-sweet glaze and dip that works equally well brushed on ribs and chicken during the cook or set out for dipping wings and sandwiches. It’s a tailgate table staple.
For the Upgrade: Founder's Reserve BBQ Sauce
Part of Kinder's Gold Label line, this bold sauce blends brown sugar, garlic, spices, and a hint of chipotle chili. It's built for dipping, tossing, and glazing wings, chicken tenders, and ribs. It’s a great way to give the sauce table more range beyond a classic BBQ flavor.
What makes Kinder's the go-to for tailgate season isn't just one standout product; it's the range. With seasonings, rubs, marinades, and sauces covering everything from steak to wings to dips, one brand can outfit an entire game day spread. That means shoppers spend less time comparing brands in the aisle and more time building a basket that covers every craving on their guest list.
Whether your shoppers are smoking a brisket for a full slate of Saturday games or throwing wings on the grill before Sunday kickoff, Kinder's has a product built for their job. Plus, shoppers can save on Kinder’s.
Kinder's is offering $1 off savings in the National Digital Circular Ad across three separate cycles:
The brand is giving shoppers multiple chances to stock up on seasonings and sauces throughout football season.
What’s the game plan? Work with your wholesaler to stock your shelves now. If you’re not carrying this all-star lineup, the savings offers in the IGA National Digital Circular Ad are a a great way to kick off the brand and let the lineup do the heavy lifting on flavor.
1. Deli Business, "Tailgates Are a Major Eating Event"
2. Chicory, "Tailgating Into Fall: Key Consumer Trends for CPG Brands"
3. Numerator Total US 52WE 3/29/26
4. Numerator | Products: Pantry & Frozen & All Parent brands Total US 5 2 WE 3/29/26
5. Scanning Data. Total US MULO+. L12 WE 6/14/26