The sauce, with a fiery blend of heat and sweet, has been in development for more than a year. The sriracha flavor profile is a natural extension for the maker of the number three brand of hot sauce in the nation.
“CHA! by Texas Pete was designed specifically for enthusiasts who are always chasing the next great taste,” says Steve DeCorte, general manager of sales at TW Garner Food Company. “The growth of sriracha sauce over the past few years has been fast-paced and we anticipate that CHA! by Texas Pete will deliver the bold, balanced flavors we’re known for to a whole new audience.”
Named for a coastal city in Thailand, sriracha’s early positioning as an Asian sauce evolved over time into a condiment that adds its unique flavor to almost any cuisine. Launched originally in small Asian restaurants in Southern California, the flavor has become a major trend.
Glenn Garner, vice president of marketing for TW Garner Food Company says that while CHA! certainly complements Asian-style food, “Sriracha enthusiasts aren’t shy about using their favorite sauce on a wide variety of cuisines.” He goes on to add that product testing with consumers actually gave the company insight into how to incorporate CHA! in recipes to suit various palates.
“CHA! by Texas Pete is a unique, almost addictive flavor that I think we’re going to see a lot of home chefs embracing in 2014,” says Michael O’Donnell, corporate executive chef at TW Garner Food Company. “Sriracha is a staple in most professional kitchens and quickly becoming a go-to ingredient for home cooks as well.”
CHA! by Texas Pete will be sold at many of the national and regional stores that carry the Texas Pete brand. The introduction of the sauce continues an 85-year tradition of innovation by the iconic Texas Pete brand.