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

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.

Just over five years ago, co-founders Nick Ajluni and Nick Guillen, who met while studying at California State University, Fullerton, secured the Instagram account @sauce and began posting pop culture-heavy content aimed at young people. Ajluni described their approach as “anything from food and cars and women to cool things that we consider saucy.”

But

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