Tabasco Brand is releasing a bottled dressing -- a first for the privately owned company.
Tabasco Brand is releasing a bottled dressing, a first for the privately owned company, as it seeks to expand its appeal to those who might be intimidated by too much heat. It’s also the first time the brand, which is based in southeast Louisiana’s Cajun country, has tapped into social media for a new product. “TikTok made us do it,” according to Lee Susen, Tabasco Brand’s chief sales and marketing officer.
Turning the hot sauce into a dressing could help undercut the idea that it’s to be used only in small doses. “There’s a tendency to think about hot sauce as only an agent of heat,” he said. “For us, we think of it as a multi-dimensional source of excitement and interest. Part of this is education and another part of it is expanded application.” Tabasco Brand is also facing growing competition from more established brands, like Cholula, and newer brands like Yellowbird Sauces.
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