NFL Star Jason Kelce Invests in New Jersey Hot Sauce Brand
Former NFL player and podcaster Jason Kelce has made a strategic equity investment in Hank Sauce, a New Jersey-based hot sauce manufacturer with roots in the Jersey Shore region. The partnership through Kelce's investment firm Winnie Capital aims to accelerate the company's national expansion and market reach.
From College Project to National Brand
Hank Sauce began as a college project in 2011, built around co-founder and chef Brian "Hank" Ruxton's personal recipe. The company started production in a garage before establishing operations at its flagship restaurant, where bottles were handcrafted for over six years. The brand has since expanded to a 10,000-square-foot manufacturing facility in Millville, New Jersey, and now distributes to more than 5,000 stores nationwide.
"I'm a longtime fan and consumer of Hank Sauce products," said Jason Kelce. "As someone who has spent time in the South Jersey area for the past 14 years, I've gotten to know the people who built the brand and see the quality that goes into every bottle."
Market Position and Growth Strategy
The investment comes as the hot sauce market represents a $2.9 billion segment within the broader $33.4 billion seasonings, sauces, and condiments industry. Hank Sauce positions itself as "a hot sauce for people who don't like hot sauce," focusing on mild flavors that enhance rather than overpower food.
"Trying Hank's recipe in college completely changed my perspective on hot sauce," explained Matt Pittaluga, co-founder of Hank Sauce. "We realized there was a genuine opportunity for mild sauces that complement food rather than dominating it."
The company produces multiple seasonal varieties alongside its signature Core Four products, all manufactured in its New Jersey facility. Current retail partners include Publix, GIANT, ACME, ShopRite, Sprouts, Bass Pro Shops, and ACE Hardware.
As part of the partnership agreement, Kelce will collaborate with Hank Sauce on content creation and brand strategy initiatives. The company remains family-owned and operated despite the new investment.