Did I, a trade news writer, fall victim to the advertising for TRUFF sauce by my favorite celebrities on Instagram? Yes. Was it one of the best choices I've ever made? Also a resounding, yes! The delicious truffle sauce that has been reimagining classic hot sauces and pasta sauces is adding another option to its portfolio with its new TRUFF Mayonnaise, putting a new spin on the classic condiment.
"We are lucky to have cultivated a strong community on social media where our fans share fun recipes, cooking hacks, and more. From the very beginning, mayonnaise has been repeatedly mentioned as an excellent pairing with TRUFF Hot Sauce," said Nick Guillen, Co-Founder and Co-CEO of TRUFF. "Since our customers were already mixing TRUFF with mayonnaise to make spicy dips, spreads, and drizzles, we thought… why not give it a try ourselves and see where our flavor obsession takes us?"
With over 300 years of history and $2 billion in reported sales each year, according to a press release, mayonnaise continues to be a top-selling product in the U.S., and TRUFF is getting in on the action. The company’s new TRUFF Mayonnaise will be available in two distinct varieties, Truffle Mayonnaise and Spicy Truffle Mayonnaise. Each recipe features cage-free eggs, 100 percent sunflower oil, and all of the black winter truffles a foodie could ever want.
The new line of Mayonnaise will be available on TRUFF.com and exclusively at Whole Foods Market stores nationwide.
"TRUFF's existing portfolio of sauces has seen tremendous success with each launch, resulting in explosive growth at Whole Foods Market," said Christina Pearson, Global Category Manager at Whole Foods Market. "We think TRUFF's new line of mayonnaise will be no different, and we are eager to watch as the brand presents its unique, elevated, and flavor-packed take on America's best-selling condiment."
TRUFF's new mayonnaise line will join the company's other successful products that are known for putting a premium, stylized spin on popular consumer categories that have been previously dominated by legacy brands in the past. The brand was thrust into the social media spotlight in 2017 with the launch of its truffle hot sauce, and quickly became a best-selling brand on Amazon and at Whole Foods, announcing a valuation of $25 million in 2019. In 2020, TRUFF saw a 300 percent increase in growth and expanded its retail presence to over 5,000 stores around the globe.
How will this new launch continue to amass new devotees to the popular brand? I, for one, can't wait to find out, but in the meantime will enjoy my TRUFF sauce and mayonnaise to tide me over.