How 'Hot Ones' Partner Built a Brand

Before partnering with "Hot Ones," Heatonist founder Noah Chaimberg began his venture in 2013 by selling a curated collection of craft hot sauces from a pushcart at various Brooklyn markets. His background was not in food, but in digital marketing, after graduating from Concordia University in Montreal and moving to New York City in 2007. The collaboration with the YouTube show "Hot Ones" started in 2015, the show's debut year, when producers asked Chaimberg to help select sauces for the celebrity wing lineup. This partnership evolved, with Heatonist co-creating the show's official sauces, including the infamous "The Last Dab," developed with pepper guru Smokin' Ed Currie. Heatonist's growth reflects a booming market; the global hot sauce industry was valued at over $3.8 billion in 2024 and is projected to reach over $6.3 billion by 2033. The company itself reported annual sales of $45 million in 2024 and has raised $20.4 million in funding. From its pushcart origins, the brand expanded to a flagship tasting room in Williamsburg, Brooklyn, and a second outpost in Manhattan's Chelsea Market. These physical locations complement its primary sales channel, which has become the world's most popular online destination for hot sauce. In a major 2024 expansion, Heatonist brought its "Hot Ones" branded sauces to over 8,000 retail stores across the United States. This move placed their products in major chains like Kroger, Publix, Whole Foods, and Meijer, vastly increasing their distribution footprint. The brand has also extended beyond sauces through various partnerships. Collaborations have included projects with brands like Pringles and the launch of "Hot Ones" branded frozen chicken strips in grocery stores.