How This Austin Born Hot Sauce Became The #1 Seller In Whole Foods And Amazon

In response to a recent report by Fortune Business Insights, the worldwide scorching sauce market is projected to double in measurement over the following 5 years, rising from $2.71 billion in 2021 to $4.38 billion by 2028. As business titans like The Kraft Heinz Firm, McCormick & Firm Inc., and Unilever scramble to remain forward of this fiery pattern , a Texas-born model is perched fortunately atop the mounting enlargement. 

Yellowbird Foods started in Austin in early 2012 as a labor of affection between co-founders George Milton (a musician) and Erin Hyperlink (an artist) turned more and more annoyed with the variety of chemical compounds and preservatives present in spicy condiments on cabinets.

The couple had just lately turned to a more healthy life-style and had been making an attempt to eat as cleanly as attainable, however they struggled to discover a store-bought scorching sauce that didn’t comprise synthetic elements. Between Milton’s culinary curiosity and Hyperlink’s ardour for crops, the 2 resolved to develop their very own chili sauce.

Inside months, they started providing their Yellowbird Habanero Condiment at farmers’ markets across the metropolis and approached as many native eating places as attainable, encouraging tabletop placement, citing novelty, shortage, and overwhelming demand.

“Within the early days, I used to be simply using my bike round Austin with a backpack stuffed with scorching sauce sampling it with cooks at totally different eating places,” Milton remembers. “It really took a extremely very long time earlier than I might persuade anybody to hold it because it was an unknown model. Fortunately, Austin loves the quirky and the unknown!”

In August of 2013, they entered their creation into the Austin Chronicle Sizzling Sauce Competition for the primary time. Competing in opposition to 60 different bottlers and a whole lot of scorching sauce flavors, Yellowbird took house the first place trophy. This win not solely validated their work but additionally gave them sufficient publicity that native grocers and eating places started buying often.

“We named the corporate Yellowbird for a wide range of causes,” explains Hyperlink, who designed the brand, packaging, model id, and visuals. “First, we needed a mascot that stood in sharp distinction to the everyday scorching sauce imagery — flaming peppers, grinning devils, or glowing radioactive warning indicators. Second, we would have liked an emblem that embodied our intentions for the model from the start, one thing that evoked nature and nourishment, but additionally, our ardour and willpower.”

In researching totally different forms of peppers, Milton got here throughout a species of small yellow birds native to Thailand. “Not like mammals, birds are utterly resistant to the capsaicin burn, and this specific species is understood for consuming piquín peppers complete to chase away predators. It’s a meals supply untapped by different animals, and they’re so scorching they even deter bugs. The seeds move by the chook’s digestive system and so they propagate their favourite little meal as they fly. It’s a lovely image of the symbiosis of nature.”

Immediately, Yellowbird is offered throughout the nation. They provide two strains of scorching sauce, every boasting a wide range of flavors and certifications, and have launched restricted new flavors seasonally since their inception.

“Rising this from a handful of native shops right into a nationwide model has been an enormous and rewarding endeavor,” Milton mentioned. “We determined early on that it was solely price rising if we might do it proper — with the unique recipes and recent, natural elements.” 

That dedication from day one is definitely paying off as Yellowbird expands into new markets and spicy sauce classes.

Yellowbird obtained its newest increase when its new wing sauce was featured as quantity two of ten within the lineup of progressively spicy condiments tasted on Season 16 of Hot Ones. Followers watched the likes of Jimmy Kimmel, Meg Thee Stallion, David Chang, and Tom Holland style and react to Bliss & Vinegar, a candy and tart experimental sauce developed solely for the present.

“Bliss & Vinegar is admittedly wonderful,” mentioned Milton. “It’s made with pink serrano peppers, strawberries, dates, coconut cream, onions, cinnamon, and ginger. Tart vinegar provides chunk, strawberries and dates add sweetness, serranos deliver gentle warmth and coconut offers all of it a dreamy texture. The tiniest trace of cinnamon makes you return for extra.”

It’s blended to a mellow burn at 6,200 Scoville Warmth Models, or SHU, which lands in the identical warmth vary as cayenne pepper and Tabasco. Really helpful pairings are rooster wings, in fact, along with roasted candy potatoes, sandwiches, or a charcuterie board.  

Bliss & Vinegar is on the market nationwide by way of online shipping to all 50 states. In late March, it will likely be hitting retailer cabinets with distribution in over 246 H.E.B. grocery shops, and everlasting menu placement in any respect 26 Pluckers eating places.

Bliss & Vinegar Crispy Fried Hen

For the marinade

2 lbs boneless, skinless rooster thighs

2 C. buttermilk

2 Tsp. salt

Place the rooster in a big bowl and season with salt. Pour the buttermilk on high, ensuring the rooster is submerged. Cowl, and permit rooster to marinate within the fridge for 1 hour minimal, as much as 24 hours.

For the breading

2 ¼ C. all goal flour

2 Tsp. salt

1/2 Tsp. black pepper

1/2 C. shredded coconut, optionally available

Vegetable Oil, for frying

Take away the marinated rooster from the fridge; put aside. Preheat a deep pot with vegetable oil – be certain that the oil is about half-full within the pot. Utilizing a thermometer, warmth oil to 350ºF.

Whisk collectively the coating elements in a big bowl: all-purpose flour, salt, pepper, and shredded coconut, if utilizing. Switch the marinated rooster into the coating combination, one by one, ensuring among the marinade drips into the bowl: the droplets of marinade create a craggy texture (aka the crispy flaky bits on the rooster) that may adhere to the rooster. Liberally coat the rooster, ensuring to press and toss to get into all of the nooks and crannies.

Fastidiously drop the rooster in and fry till golden brown with an inside temperature of 165F, about 12-Quarter-hour. Whereas the rooster cooks, put together a sheet tray lined with a cooling rack; put aside. As soon as the fried rooster is prepared, take away from oil and lay onto the rack to relaxation; about 4 minutes.

For the ending sauce

1/2 C. Yellowbird Bliss & Vinegar

Switch the fried rooster into a big bowl, pour the Bliss & Vinegar evenly over the fried rooster and toss to coat. Take away from the bowl, brush on any leftover sauce, and serve instantly.