: Food & Drink list. Though they declined to disclose revenue at the time, they said they’d sold as many as 10 million bottles of sauce since launching.Since setting up shop in Huntington Beach, California
in 2018, Ajluni and Guillen have expanded their team to 20. Their product line, however, is limited to just three flavors: Truff Hot Sauce and Hotter Sauce, both of which are infused with black truffles and sell for $17.98 a bottle, while White Truffle Hot Sauce, a favorite of Oprah, is marketed for $34.99 a bottle.
Of the more than 3,000 stores that carry Truff, including Bloomingdale’s and 7-Eleven, none have been more key to its growth amid Covid-19 than online grocers like Whole Foods Market. “Grocery store sales were through the roof,” says Ajluni of the first months of the pandemic. “It seemed like people turned to online shopping—and shopping for food online—which is the perfect alignment for Truff.
valued the market at just under $2.3 billion in 2018, predicting that it would grow 6.5% to around $3.8 billion by 2026 as consumers look for healthier ways to indulge. Truff is not the first company to turn Instagram clout into consumer success: Kylie Jenner famously monetized her Instagram presence by promoting Kylie Cosmetics to her now 190 million Instagram followers, and meme lord F*ckJerry has made
This stuff is to die for...worth every penny
What do Americans do with their hot sauce?
It's a pretty good sauce! (I got it as a gift last Christmas!)
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