Heatonist Founder on Building a Hot Sauce Empire
Noah Chaimberg, founder of Heatonist, explained how he built the hot sauce partner for the hit show "Hot Ones" from a pushcart in Brooklyn. He says the key was focusing on quality over gimmicks, noting, “We wanted to focus on good taste and quality, not just dumb labels.” This brand philosophy, combined with strategic partnerships, helped transform a niche condiment into a cultural phenomenon.
Before "Hot Ones," Heatonist began in 2013 with a pushcart at Brooklyn markets, driven by founder Noah Chaimberg's desire to showcase small-batch hot sauces that prioritized flavor over sheer heat. Chaimberg, who previously worked in digital marketing, noticed a craft movement in hot sauce that was being overlooked by mainstream retailers. The pivotal partnership with the YouTube show "Hot Ones" began in 2015 when the show's producers reached out to Heatonist for help curating their sauce lineup. This collaboration has since evolved to include the co-creation of exclusive sauces like "The Last Dab," transforming Heatonist into a key player in the hot sauce scene. Heatonist has expanded its physical footprint beyond its initial Williamsburg, Brooklyn tasting room to include an outpost in Manhattan's Chelsea Market. The company has also significantly grown its online presence, becoming a major online retailer for hot sauce and launching a subscription box service. In 2024, Heatonist sauces became available in over 8,000 retail stores nationwide, including major chains like Kroger and Whole Foods. The global hot sauce market is a significant and growing industry, valued at over $5 billion in 2025 with projections to exceed $8 billion by 2034. Heatonist has tapped into this growth, with estimated revenues between $10 million and $25 million, by focusing on artisanal and gourmet products. Beyond "Hot Ones," Heatonist has engaged in numerous collaborations with celebrities and brands to create unique, limited-edition sauces. These partnerships have included UFC fighter Dustin Poirier, the band Korn, and Keith Habersberger of the Try Guys, each involving a collaborative process to develop a unique flavor profile. Looking ahead, founder Noah Chaimberg is working on establishing the Heatonist Catskills Chili Farm. This move suggests a deeper dive into the agricultural side of hot sauce production, potentially giving the company more control over its ingredients and the ability to experiment with new pepper varieties.
