Nick Guillen and Nick Ajluni

TRUFF Co-founders on Launching a Community-driven CPG Brand

Hot sauce — and truffles for that matter — are having an especially big moment right now. Thanks in part to the popularity of internet hits like Complex Media and First We Feast’s “Hot Ones,” the condiment has gained popularity in fashion, music and streetwear communities alike. Nick Ajluni and Nick Guillen, co-founders of TRUFF, took note of this and determined that the category was ripe for disruption.

Having built a community surrounding the Instagram page @sauce, Ajluni and Guillen decided to launch a hot sauce as a testament to the page, that sauce was TRUFF. TRUFF has since grown to have the largest following of any hot sauce brand on Instagram and TikTok, with tens of thousands of passionate and loyal customers. Yesterday, TRUFF announces its expansion into a new category.

Listen to the newest episode of the Gen ZEOs Podcast below to find out more about their approach to this new product line, the story behind the brand, and what other CPG brands can learn from media companies.