It looks like ketchup but trust me .. it's not. I ran out of BBQ sauce one day and had to come up with some sort of concoction to put on the ribs that were on the grill. I did a search and nothing sounded right .. so I pulled the best from what I saw and came up with this .. and it is really good sauce !!! Super simple and fast to make and virtually no clean-up. You need to measure so why not just measure and mix in one vessel ! We love this and it's an awesome base for a sauce that you can customize easily by adding an extra ingredient or 2 of your choice.