MasterFoods is putting a fresh spin on its classic tomato sauce with a timely rebrand. Just in time for the 2025 Federal Election, the iconic condiment is being temporarily renamed “Democracy Sauce”, a tribute to one of Australia’s most beloved electoral traditions: the democracy sausage.
On Saturday, May 3, voters can expect to see the limited-edition sauce bottles at polling stations across the country, perfectly paired with a sizzling sausage on bread, as Aussies head to the booths.
The Rise of the Democracy Sausage
The term “democracy sausage” has taken on a life of its own in recent years. What began as a grassroots effort to list polling stations offering sausage sizzles in Brisbane has become a cultural phenomenon. The humble sausage, served on white bread with a squirt of sauce, has become synonymous with voting in Australia.
In 2016, the phrase “democracy sausage” was officially recognised as Word of the Year by the Australian National Dictionary Centre, firmly entrenching it in the Aussie lexicon.
A Saucy Move from MasterFoods
Annabel Archer, spokesperson for MasterFoods, said the rebrand made perfect sense: “It only felt right to rename our most-loved product in honour of the star of the upcoming election—the Democracy Sauce.” With a tongue-in-cheek nod to this democratic delicacy, the brand is hoping to add an extra dollop of national pride to this year’s election.
More Than a Meal
The sausage sizzle has become more than just a snack—it’s a staple of community fundraising. Originally featuring homemade cakes and baked goods, these stalls evolved into the quintessential Aussie sausage sizzle, now a familiar fixture at Bunnings and local events alike.
As election day approaches, the scent of sizzling snags will once again fill the air, as voters grab a feed and cast their ballots, a truly Australian way to exercise democracy.
