E186: From Secret Sauce to Standout Brand — The Story and Marketing Behind SOSS Bros

So Sauce Bros, S-O-S-S-B-R-O-S, saucebros.com. Talk to me a little bit about the name.

You know, how did the name come to be? It's a clever play on an obvious.

Talk to me a little bit about that.

Yeah.

So, so this, you know, this all started up, you know, a while back and I, at the time I had, I had, been trying to launch it in many different ways so i at some point i actually moved to austin texas you know and i was trying to you know get a get kind of a following there uh that ended up failing it didn't do well uh but anyhow it had the name southwest sauce and spread that's how it started um and it was supposed to kind of match the chipotle vibe because that is one that first bottle that had originally come out was the rich smoky original um And it was, our tagline was the spread that keeps families together.

So, um, that, you know, that, that name had gone on for a while and the branding was like that for a while until Lance and Kareem had jumped into the picture after it was reignited by Lance's, you know, inspiration for it.

And we changed it to, uh, change it from sauce to sauce bros. Um, because now it was no longer a one man show.

It was a three man show.

And, uh, the, the abbreviation changed as well.

It was, uh, smoked original secret sauce.

Um, yeah.

And so the name had kind of come to life.

It was the spirit of all three of us.

It just kind of ended up playing out that way.

But it was the Sauce Bros that were kind of in the spotlight, and that's what the name had stood for.

A lot of our sauces are smoked, and we have our recipe that's very unique, and the way we make it's very unique, and it flows that way.

Yeah, so I can say in full

transparency to everyone listening or watching, I am a consumer.

I looked at it, and when I heard about the brand, and I think with any brand, because I'll say you're not... as you continue to scale, right? I, I am all about spending for quality and it was evident quickly that, that the quality of your sauce surpasses anything that I could find in a big brand.

And I can say that confidently as a consumer.

Um, and I'm willing to pay for that, but for any consumer, you have to convince them that there's an experience behind this to convince them to get over that hump in the pay.

Um, And I think once they try it, it's I'm hook, line and sinker, you know, foreshadowing a little bit.

The creamy soy is insanely good.

They're all insanely great.

The creamy soy is nuts.