“The Secret to Selling Over 100 Million Dollars Worth of Hot Sauce: The TRUFF Story” Ep.1 Introducing “TRUFF Talk,” a new series that tells TRUFF’s founding story with our Co-Founders and Co-CEO’s @nickajluni and @redsauce In the height of the Sriracha craze and Beyoncé’s famous lyrical line “I got hot sauce in my bag,” Nick and Nick knew that there was a now-or-never opportunity to bring a top-shelf, luxurious hot sauce to the market that was inspired by their Instagram blog, @sauce. After trying many different business ideas throughout college, both spent two years in their home kitchen mixing and matching raw ingredients until they finally landed on a sauce that offered heat, umami and a velvety texture that is now known as TRUFF. TRUFF's unique flavor profile, blending truffle with spice, immediately caught the attention of foodies and culinary connoisseurs. But it was the brand's innovative packaging and clever social media strategy, which incorporated pop culture elements and effectively reached influencers, that solidified TRUFF's place as a standout player in the crowded gourmet food market. Customers couldn't get enough of the brand's mouth-watering products, making TRUFF a must-have for any foodie looking to elevate their cooking and dining experiences. One thing is clear, when TRUFF launched, there was nothing like it on the market. Most were convinced that a luxury hot sauce, made with the non-traditional pairing of truffles and spice, would fail. But Nick and Nick had a different idea. 😏😏