Behind the Brand
TRUFF was conceived by co-founders Nick Guillen and Nick Ajluni, who met at a college party and became fast friends. At the time, Nick G. had a side hobby of acquiring one-word Instagram handles and, without spending a dollar, fortuitously stumbled upon the available handle @sauce. He immediately realized the value of the handle and recruited Nick A. to help him start the account. Inspired by their shared passion for streetwear and hip-hop culture, Nick G. and Nick A. began posting content on food and pop culture, initially with zero intention of starting a company. However, once they hit over 10,000 followers in just a few months, they both knew that they wanted to take @sauce one step further. After hours and hours of researching different sauce brands, they discovered that there was a void in the market for a luxurious and upscale lifestyle hot sauce brand.
Determined to create the “Dom Perignon of hot sauce”, Nick G. and Nick A. experimented with various high-end ingredients like saffron and caviar before ultimately deciding to incorporate truffle into their sauce. They iterated through more than 300 different formulas over the span of two years, developed a custom truffle-shaped cap for their glass bottles, and officially launched their hot sauce to the world in December of 2017. The TRUFF team, still operating under the @sauce Instagram handle today, has since launched additional products including truffle olive oil, pasta sauce, and spicy mayo. From features on Oprah’s “Favorite Things” list to collaborations with Taco Bell, TRUFF has become a food culture icon and grown into one of the Internet's most loved sauce brands.