Cholula Hot Sauce revamps branding strategy to stay in restaurants

Cholula Hot Sauce recently made headlines when it was purchased by spice maker McCormick for $800 million. Now the beloved condiment brand must prove its value, but with a history of 40 percent customer discovery via restaurants, the company has had to rethink its strategy as the pandemic endures. Part of the plan is introducing new packaging options: 2-ounce bottles at Walmart to give commitment-phobes a low-risk sample size to take home, and individual-sized containers and a touchless dispenser (made by Simple Human) for restaurants. Then there are the branded food items: Del Taco, a predominantly West Coast fast food chain, introduced several items made with the hot sauce, as did Texas chain Golden Chicken.

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