It takes true innovation to open new doors in classic categories. TRUFF originally did this in the hot sauce category, using an ultra-unique blend of truffles and spices to differentiate its products. Now the company is breaking into a new category, this time aiming to innovate the pasta sauce section with a first-ever expansion. Utilizing the same flavor profile and pristine design that catapulted TRUFF's Hot Sauce, TRUFF's Pasta Sauce will bring an elevated option to the rapidly growing $7 billion pasta sauce market. To bolster this expansion, TRUFF has also announced the hiring of a new Vice President of Sales.
"The TRUFF brand actually stemmed from an Instagram account, @sauce, where we shared a mix of pop culture and foodie content. With TRUFF, we always wanted to create products for the audience that we built," says Nick Ajluni, Co-Founder and Co-CEO. "While pasta sauce is new to TRUFF, we are keeping a consistent approach of creating distinctive products around the lifestyle our customers embrace and desire."
TRUFF has experienced groundbreaking growth since its launch in 2017. In early 2019, the brand announced a valuation of over $25 Million. Since then, and in 2020 alone, the company had over 300 percent growth while expanding its retail footprint in over 3,000 stores across America and around the world in Australia, South Korea, and Kuwait.
The new Pasta Sauces feature a recipe of ripe tomatoes, delicate herbs, black truffle, and red chili peppers. As stated in a press release, the products are available in two distinct varieties: Pomodoro and Arrabbiata. TRUFF will debut the new pasta sauces online, at select Whole Foods, and nationally at Bloomingdales and Neiman Marcus.
This product expansion comes on the heels of the hiring of Reno Yanes as the new Vice President of Sales earlier this year. Yanes, who joined TRUFF from Primal Kitchen, is responsible for the company's growth strategy and operations, driving multi-channel growth for the company's products and fueling product innovation and development.
"TRUFF's Pasta Sauce is a delicious evolution of what we've done with our existing hot sauce portfolio. With the expansion, we will continue to put a premium, stylized spin on consumer categories that have been historically dominated by legacy brands," says Yanes. "We are excited to provide the same level of differentiated brand and taste experience to the pasta aisle."
Does this expansion make way for TRUFF to enter other specialty categories? Stay tuned as Deli Market News reports.