Walmart has officially picked up Secret Handshake Food Co.’s Everything Bagel Hot Sauce for distribution across 350+ nationwide locations, including Walmart Supercenters. The deal marks Secret Handshake Food Co.’s first push into the national grocery retail market.
Prior to securing Walmart shelf space, Everything Bagel Hot Sauce sales have come mainly from online, direct-to-consumer distribution. Through the recent Walmart wholesale deal, the sauce will also be available online at Walmart.com.
Secret Handshake Food Co. was founded in 2022 as a collaboration between hot sauce distributor and maker, Heatonist, and New York-based media personalities Joe Santagato and Greg Dybec.
Heatonist was founded in 2013 by Noah Chaimberg with the hopes of elevating the hot sauce landscape by curating and selling independent and craft hot sauces. The company has since grown to become a leader in hot sauce distribution and have collaborated with UFC star Dustin Poirier, the band Korn, and others. They are also the sauce manufacturer for the hit online interview show Hot Ones with host Sean Evans.
By collaborating with Joe Santagato and Greg Dybec, Heatonist was able to merge their distribution and manufacturing expertise with Santagato and Dybec’s branding and marketing experience. Santagato also runs a wide network of owned and operated podcasts and digital shows on YouTube, which fall under the umbrella of his Media and Production company, Santagato Studios. The shows and their corresponding social media accounts reach millions of audience members each month.
In July 2022, Secret Handshake Food Co. launched their hero product: Everything Bagel Hot Sauce. The hot sauce quickly became a top seller through Heatonist’s online store at Heatonist.com
“Secret Handshake’s goal is to shake up the fast-growing hot sauce and condiment sector by releasing unique, never-before-attempted flavors and concepts that taste great and have versatile use,” said Greg Dybec.
“We want to be eye-catching and innovative while also becoming staple condiments in people’s kitchens. Quality is everything to us,” added Joe Santagato.
Secret Handshake Food Co. is excited about the leap into national retail distribution, which will result in new reach for the brand as well as wholesale revenue to compliment their fast-growing digital sales.
Secret Handshake Food Co. plans on releasing 1-2 new flavors in 2023 and remains open to exploring additional products within the food space. They are also planning to secure additional national retail partners throughout the year and beyond.
Company Name: Secret Handshake Food Co.
Contact Person: Heatonist
Email: Send Email
Country: United States