I recently learned that Target is discontinuing San-J Asian cooking sauces in favor of a private-label line, and that decision concerns me for several reasons.
San-J has long been a reliable name in Asian sauces, especially for people who need gluten-free options. Much like Glutino became synonymous with trustworthy gluten-free pretzels, San-J earns that reputation in the Asian sauce aisle. Many San-J sauces have been gluten-free for years, and all but one (the Shoyu sauce) have been gluten-free since 2010. They are produced in a dedicated gluten-free facility, which matters a great deal to those who must avoid cross-contamination.
San-J introduced safe, convenient choices like gluten-free soy sauce, travel packs, Thai peanut, hoisin, teriyaki, and Szechuan sauces with ingredient lists that are straightforward and trustworthy. In 2010 they went a step further by obtaining certification from the Gluten Free Certification Organization (GFCO), showing a formal commitment to the gluten-free community.
As a food manufacturer myself, I understand the impact of losing a major retail account. My gfJules baking line is my livelihood, so I empathize with family businesses that face the financial and operational consequences of being removed from a large retailer. Removing San-J from Target also reduces convenient retail access for many gluten-free shoppers who have relied on these products for years.
(On a personal note: without San-J Thai Peanut Sauce, my children would probably never have eaten asparagus.)
My concern is that Target’s decision reflects a broader trend among retailers. Stores like Trader Joe’s and other chains have increasingly favored private-label products over established specialty brands. When retailers replace companies that innovated and invested in certified gluten-free production with lower-cost imitations, the original brands—many of which dedicated resources to producing safe, quality options—risk losing shelf presence or disappearing entirely.
Many private-label alternatives lack certification and are not produced in dedicated gluten-free facilities. These labels often prioritize cost over connection to the gluten-free community and may cater to transient demand from general shoppers rather than people who require strict gluten avoidance for medical reasons. When casual demand subsides, these private-label options may be the first to go, leaving those who need reliably certified products with fewer choices.
If you value San-J and other companies that have provided trustworthy gluten-free products, consider contacting Target to express your concerns and ask them to reconsider this change. Consumer feedback can influence retailers’ decisions and help preserve essential products for the gluten-free community.
Target Customer Service Line: 1 (800) 440-0680
Twitter: https://twitter.com/Target
Facebook: https://www.facebook.com/target
This is not a sponsored post. I remain a loyal San-J fan—and yes, I stand by my claim about asparagus.