The basics:
- Jason Kelce makes a strategic equity investment in Sea Isle City-based Hank Sauce
- Partnership aims to accelerate national expansion, retail distribution
- Made in Millville, Hank Sauce is sold in 5,000+ US stores
- Kelce will support content creation, brand strategy & awareness efforts
A South Jersey-born hot sauce brand is teaming up with former Philadelphia Eagles star Jason Kelce.
Under the partnership announced Dec. 22, Sea Isle City-based Hank Sauce plans to use a strategic equity investment from the 38-year-old to accelerate national expansion and distribution.
Kelce will also collaborate with the family-owned and operated company on original content, ongoing brand strategy and awareness initiatives, according to a press release. Founded in 2011, Hank Sauce bills itself as “a hot sauce for people who don’t like hot sauce.”
The brand launched as a college project built around co-founder and chef Brian “Hank” Ruxton’s personal recipe. The sauce was first made in a garage before production moved into the brand’s flagship restaurant on Landis Avenue. Fueled by word of mouth and a growing demand for flavor-forward, approachable heat, Hank Sauce eventually expanded into a wholly owned, 10,000-square-foot manufacturing facility in Millville.
The Hank Sauce lineup of core and seasonal sauces is sold in 5,000+ stores across the U.S., including:
- ShopRite
- Acme
- Publix
- Giant
- Sprouts Farmers Market
- Bass Pro Shops
- Ace Hardware
Kelce and his family have a shore home in Sea Isle City, becoming familiar with Hank Sauce over the past 14 years.
Awesome sauce
In a statement, Kelce said, “I’ve gotten to know the people who built the brand and see the awesomeness that exudes from behind and within its bottles.”
“When an opportunity arose to be a part of this thing, and help let folks know what makes this brand and product so fantastic for any of your culinary or flavor-adding endeavors, I couldn’t jump on board fast enough.
“Where it’s made, who’s behind it, how it came about, and what it tastes like, has made this one of the easiest brands to partner with. I can’t wait to see where we take it!” he said.
Where it’s made, who’s behind it, how it came about, and what it tastes like, has made this one of the easiest brands to partner with.
— Jason Kelce
According to Hank Sauce, the investment comes through Winnie Capital. The private family office supports the business and philanthropic activities of retired NFL standout Kelce and his wife. Their portfolio includes diverse investments and partnerships across media, apparel and consumer brands.
Collaborations also include investing in craft beer brand Garage Beer with his brother, Travis Kelce. He also backed sports apparel company Homage, which produces merchandise tied to the brothers’ popular “New Heights” podcast.
Additionally, Jason Kelce created his Underdog Apparel line and gives proceeds to support youth and community programs.
Hank Sauce co-founder Matt Pittaluga shared, “We’ve poured our lives into building this brand, and we couldn’t be more excited to have Jason on board — not just as a partner and ambassador, but as a genuine fan long before this partnership.”
Within the $33.9 billion seasonings, sauces and condiments market, hot sauce is a $2.1 billion category. Analysts expect the hot sauce space to nearly double in value by the early 2030s as consumer demand for spicy foods, international flavors and unique condiments rises.
