After retiring from the NFL, Jason Kelce has been more and more involved with brands around food. He’s been a partner with Kingsford charcoal, invested in Garage Beer, and now he’s investing in sauces through an equity investment in Hank Sauce.
Hank Sauce started in 2011 in a south Jersey garage as co-founder and chef Brian “Hank” Ruxton’s personal recipe. It evolved from a college hobby into brick and mortar at the brand’s flagship restaurant where it was bottled for more than six years. With increasing demand, and distribution in over 5,000 stores nationwide, it’s currently produced in a wholly owned 10,000-square-foot manufacturing facility in Millville, New Jersey.
I’m a longtime fan and consumer of Hank Sauce products. 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 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!
Jason Kelce
The investment in the hot sauce brand is through Winnie Capital, a family office that Jason and Kylie Kelce use for their business and philanthropic activities. In addition to the monetary investment, Jason Kelce will also be a creative partner, helping to create original content, and provide ongoing brand strategy and awareness initiatives.
Hot sauce is a $2.9 billion category within the $33.4 billion seasonings, sauces, and condiments market. The investment from Jason Kelce will help Hank Sauce seize more of that market through exposure and increased distribution.
Trying Hank’s recipe in college completely changed my mind about hot sauce. After watching friends react to it for the first time, we realized there was a real opportunity for mild sauces that enhance food instead of overpowering it. 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.
Matt Pittaluga, co-founder of Hank Sauce