The Rise of a Hot Sauce Empire

Founder Noah Chaimberg's inspiration struck at a farmers market where he discovered a local hot sauce maker and wondered how many other small-batch creators were out there. This led him to start Heatonist in 2013, initially with a pushcart in Brooklyn, offering tastings to let people try before they bought. The collaboration with the YouTube interview show "Hot Ones" began in 2015, with Heatonist curating the lineup of increasingly spicy sauces for the celebrity guests. This partnership is more than a sponsorship; Heatonist works closely with the show to develop exclusive "Hot Ones" branded sauces. Together, they have co-created over 20 unique flavors, including best-sellers like Los Calientes and The Last Dab. The show's immense popularity had a "sneaker drop" effect on sauce releases, with one batch of 1,000 bottles selling out in under an hour and appearing on eBay at marked-up prices. By 2018, sales of "Hot Ones" sauces through Heatonist were on track to exceed $7 million. Leveraging this success, Heatonist has expanded its own product lines, including collaborations with figures like UFC fighter Dustin Poirier and the Try Guys. The company's annual sales reached an estimated $45 million in 2024. What started as a pushcart has grown into two New York City retail locations, a global e-commerce site, and a significant retail presence. As of 2024, Heatonist's "Hot Ones" sauces are available in over 8,000 stores nationwide, including major chains like Kroger, Publix, and Whole Foods.