The hot and spicy world of extreme foods

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

Sports, sex, makeovers—these days, anything and everything is extreme. This week, we’re sorry to say, we are learning about “extreme foods.” A guy in New Jersey named Blair Lazar is king of the category—he runs a company called, yes, Extreme Foods, and has just released a hot sauce that is reputed to be 30 times hotter than the spiciest pepper and 8,000 times stronger than Tabasco. “16 Million Reserve” (the figure refers to the sauce’s score on the “Scoville” heat index) is an ultra-refined version of chili powder.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in