EditorSAUCY CELEBRATION: Swansea’s iconic café takes centre stage in major UK campaign
The famous city centre caff has been handpicked by HP Sauce as part of its “Proudly Served” campaign — putting Swansea firmly on the map alongside two Cardiff eateries.
And for locals, it’s a moment of pride.
A Swansea legend in the spotlight
For generations, the Kardomah has been more than just somewhere to grab a fry-up — it’s been a cornerstone of Swansea life.
Now, that legacy is being recognised across Wales, with billboards and social media campaigns showcasing real customers tucking into breakfasts, mugs of tea in hand, and that unmistakable brown sauce bottle on the table.
Owner Marcus Luporini said the recognition means a lot to the team.
“The Kardomah has been part of the local community for generations, so it’s lovely to see that side of café culture celebrated,” he said.
“A good meal brings people together — whether it’s families, workers starting their day or friends catching up over tea.”
From Dylan Thomas to today’s regulars
The Kardomah isn’t just any café — it’s a slice of Welsh history.
The original Swansea branch famously hosted the “Kardomah Gang”, a group of artists and writers that included Dylan Thomas. Though the original building was destroyed during the Blitz in 1941, the café was reborn and has continued serving the city ever since.
Today’s Portland Street location still carries that old-school charm — from its retro interior to its loyal band of regulars — making it one of the last surviving links to a once-famous chain of Kardomah cafés.
Why HP Sauce is backing local caffs
The campaign marks a full-circle moment for HP Sauce, which has been a staple on café tables for more than a century.
First created in the late 1800s and launched in 1903, the sauce — famously named after the Houses of Parliament — has become synonymous with full Welsh breakfasts, bacon butties and builders’ teas.
Now, after more than 120 years, the brand says it’s “returning the favour” by shining a light on the independent cafés that helped make it iconic.
More than just a breakfast
For Swansea, the campaign is about more than just food — it’s about community.
From early-morning workers to pensioners catching up over tea, cafés like the Kardomah remain at the heart of daily life in the city.
And with the campaign running until July, thousands more people across the UK will get a glimpse of what makes Swansea’s café culture so special.
One thing’s for certain — whether it’s a fry-up, a bacon roll or just a cuppa, there’s nothing quite like a proper Swansea caff… especially with a splash of brown sauce on the side.
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