Hot Sauce / Condiments
Stuzzi Hot Sauce
Taking a restaurant-born hot sauce brand and scaling it into a real CPG product.
Overview
The Brand
Stuzzi Hot Sauce was born in a Brooklyn restaurant kitchen. It had a cult following among regulars but no CPG infrastructure — no UPC, no Amazon listing, no Shopify store, and no go-to-market strategy. They came to Attomik to build it all.
The Challenge
Restaurant-to-CPG brand transitions are notoriously difficult. The product story is strong but the margin structure is often wrong, the packaging isn't shelf-ready, and founders underestimate how different running a product business is from running a restaurant. We needed to help Stuzzi make the transition without burning their credibility with early retail partners.
Our Approach
How We
Grew Stuzzi Hot Sauce
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01Route To Market
We built a staged GTM: DTC and Amazon first to prove demand and build data, then use that data to approach retail buyers with real sell-through numbers. This sequencing protected Stuzzi from the common trap of landing a retail deal before the brand is ready to execute.
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02Amazon Launch
Full Amazon launch with optimized listings across 3 SKUs, A+ content built around the restaurant-origin story, and a review acquisition strategy that leveraged the existing restaurant fan base to seed social proof.
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03AI Market Intelligence
We analyzed the hot sauce category using our AI intelligence tools — identifying the creative and messaging patterns of the top 20 brands. This informed Stuzzi's positioning: lean into the culinary credibility and New York provenance rather than competing on heat level or novelty.
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04DTC Build
We built a lean Shopify store focused on bundles and subscriptions — maximizing AOV from day one to make the unit economics work at relatively modest volume.
Results
