This site is all about the tone for me. Big bold text on the home page set in a simple none fancy sans-serif font. Bold, earthy, homely imagery – love whatever filter they’ve used on these.
The design could have easily gone down a more handcrafted/organic/market stall root – e.g. hand drawn or script fonts (something along the lines of the logo), rough textures etc. But avoiding that gives a better impression of what the sauces taste like – I can imagine big, bold, wholesome, non-fussy flavours. Yum!