CPG & Grocery

How Growing Hot Sauce Brand Truff Built a Product Out of Social Media Success

Co-founders Nick Guillen and Nick Ajluni discuss how no amount of marketing can replace authenticity

truff pasta sauces
Truff reports year-over-year sales are up 300%.Truff
By Paul Hiebert

December 1, 2020

Unlike many CPG startups that build a product before finding customers, truffle-infused hot sauce brand Truff had a loyal audience before it manufactured its first bottle.

Paul Hiebert

Paul Hiebert is a CPG reporter at Adweek, where he focuses on data-driven stories that help illustrate changes in consumer behavior and sentiment.

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