Behind Truff’s sizzling rise—from food porn to a hot sauce brand on fire

What started as an Instagram handle has grown into one of the coolest hot sauces in the category, thanks to slick luxury positioning, unusual formulation—and a price point that category leaders would never dare.
https://adage.com/article/marketing-news-strategy/truff-hot-sauce-challenger-brand-franks-redhot-sriracha-and-more/2418696

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