How Heatonist Built a Hot Sauce Empire

Before "Hot Ones," there was a pushcart. Founder Noah Chaimberg started Heatonist in 2013, personally curating and selling small-batch hot sauces at Brooklyn markets. The focus from day one was on flavor over extreme, often artificial, heat, a departure from the industry's trend at the time. The first brick-and-mortar Heatonist tasting room opened its doors in 2015 in Williamsburg, Brooklyn. That same year, the producers of a new YouTube show called "Hot Ones" reached out, asking Heatonist to help curate the sauces for their celebrity wing challenge. The "Hot Ones" collaboration proved to be a massive success. By 2018, Complex Networks, the parent company of "Hot Ones," was on track to generate over $7 million in hot sauce sales through the partnership. Heatonist not only curates sauces from small-batch makers for the show but also co-creates exclusive "Hot Ones" branded sauces, including the infamous "The Last Dab." Leveraging the show's popularity, Heatonist has expanded its reach far beyond its New York City storefronts. As of 2024, their sauces are available in over 30,000 retail distribution points, including major chains like Kroger, Publix, Whole Foods, and Walmart. Beyond the "Hot Ones" universe, Heatonist has engaged in a variety of other collaborations. They have partnered with UFC fighter Dustin Poirier, Keith Habersberger of The Try Guys, and even the rock band Korn to create unique, personality-driven hot sauces. Heatonist also develops its own line of sauces, often released for their anniversary, and partners with various small-batch makers to produce exclusive flavors. Founder Noah Chaimberg is now working on establishing the HEATONIST Catskills Chili Farm, signaling a future move into growing their own ingredients.