Brandweek will feature live discussions with marketing pros at ULTA Beauty, Converse, UPS and more. Meet us in Miami Sept. 11–14 to boost your business and elevate your 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.