'Hot Ones' Hot Sauce Brand's Unlikely Origin

Before partnering with "Hot Ones" in 2015, founder Noah Chaimberg's vision for Heatonist was already in motion. He started in 2013 with a custom-built, 600-pound pushcart making appearances at Brooklyn markets, a side hustle to his corporate job. The online store followed in 2014, and by April 20, 2015, Heatonist opened its first brick-and-mortar tasting room on Wythe Avenue in Brooklyn. The collaboration with "Hot Ones" began shortly after the Brooklyn store opened when the show's producers reached out for help in curating their hot sauce lineup. This partnership proved to be a pivotal moment for both brands. By 2018, Complex Networks, the parent company of "Hot Ones" creator First We Feast, was on track to sell more than $7 million worth of hot sauce that year through the Heatonist partnership. Heatonist's selection process for featured sauces is rigorous, focusing on all-natural products without extracts or preservatives. For small-batch makers, being chosen for the show means a massive order, typically between 20,000 and 40,000 bottles, to cover sales for the season. This selection also comes with a period of exclusivity, where Heatonist is the sole seller of that specific sauce for the duration of the show's season. The success of the "Hot Ones" collaboration has propelled Heatonist's own growth, with the company's annual sales reaching an estimated $45 million in 2024. This has allowed for significant expansion, including a second tasting room in Manhattan's Chelsea Market and a major push into retail. Heatonist now distributes its sauces to tens of thousands of locations, including major chains like Kroger, Publix, and Whole Foods.