What Pulp does

Pulp (also operating as Pulp Flavors and Pulp Hot Sauce) is a brand of fermented, refrigerated hot sauces and adjacent condiments. It is operated as a subsidiary brand of Edible Garden AG, Inc., with a headquarters/contact address in Belvidere, New Jersey (283 County Road 519) and a Michigan-based warehouse and shipping facility. Pulp was founded in 2018 and operates with 1-10 employees, indicating a lean model with outsourced production, fulfillment, and retail sales.

The core product line centers on four refrigerated hot sauces—Hungarian Wax (mild), Fresno Chili (medium), Poblano Serrano Jalapeno (medium), and Habanero Carrot (hot)—each built on a short, plant-based ingredient deck (fresh peppers, fresh garlic, turbinado sugar, sea salt, white vinegar) and a probiotic fermentation process that requires the products to be stored and shipped cold. Adjacent SKUs include Salsa Macha (made with Central American chilies), Chili Crisps, and Chili Oil, plus branded merchandise (Gildan T-shirts). Pricing is $10.00 per 5 fl oz bottle for core hot sauces, $9.99 per bottle for Chili Crisps/Salsa Macha, $39.96 for 4-pack bundles, and $19.99 for T-shirts.

Pulp runs a hybrid go-to-market: direct-to-consumer e-commerce on pulpflavors.com (with subscriptions and insulated cooler shipping, Monday-Wednesday only) plus wholesale retail placement at Target (Southeast US across GA, FL, AL, NC, SC, LA, MS), Meijer (Midwest), and Whole Foods Market, with SKUs merchandised in refrigerated salad/condiment sections. Target customers are health-conscious food enthusiasts, home cooks/culinary adventurers, and hot sauce collectors seeking clean-label fermented condiments. Marketing is content-led via the company blog (recipes, fermentation education, 'Pulp Hacks') and Instagram.

Name

Pulp

Legal name

Edible Garden AG, Inc

Website

https://pulpflavors.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Pulp, operated by Edible Garden AG, Inc., makes fermented, refrigerated hot sauces and adjacent condiments from plant-based ingredients, selling direct-to-consumer via pulpflavors.com and through Target, Meijer, and Whole Foods to health-conscious consumers and home cooks seeking probiotic condiments.

Ownership category

akta.pro rank

Headquarters

HQ city

Belvidere

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Direct-to-Consumer E-commerce: Online sales through pulpflavors.com website where customers can purchase individual bottles, 4-packs, variety packs, and mix-and-match options. Products are shipped with specialized coolers to maintain freshness.
2. Retail Distribution: Wholesale distribution to major retail chains including Target (Southeast region), Meijer, and Whole Foods Market. Products found in refrigerated sections of stores.
3. Merchandise: Sale of branded merchandise including t-shirts (Gildan brand, Heavy Cotton, 90% Cotton/10% Polyester) at $19.99.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Pulp manufactures and sells a line of refrigerated, fermented hot sauces and condiments (Hungarian Wax Pepper, Fresno Chili, Poblano Serrano Jalapeno, Habanero Carrot, Chili Crisps, Chili Oil, and Salsa Macha) made from fresh plant-based ingredients using a probiotic fermentation process. Products are sold direct-to-consumer via pulpflavors.com and through retail distribution at Target, Meijer, and Whole Foods Market, with multi-pack and variety-pack bundle options.

Product overview

Pulp is a fermented hot sauce company offering a line of refrigerated hot sauces and condiments. The core product line consists of four distinct hot sauces ranging from mild to hot: Hungarian Wax Pepper (Mild), Fresno Chili (Medium), Poblano Serrano Jalapeno (Medium), and Habanero Carrot (Hot). All products are fermented, plant-based, and require refrigeration to maintain freshness and probiotic quality. The portfolio also includes Chili Crisps, Chili Oil, and Salsa Macha. Products are available as individual bottles, multi-packs (4 packs), variety packs, and mix-and-match bundles. Additional merchandise includes branded T-shirts. The company sells directly through its e-commerce site and is distributed through Target stores across the Southeast, Meijer, and Whole Foods.

Differentiator

Problem solved

Functional benefit

Products and services

• Fresno Chili Hot Sauce A medium-heat fermented hot sauce with smoky sweet flavor, made with fresh Fresno chili peppers, garlic, turbinado sugar, sea salt, and white vinegar. 5 fl oz bottle.
• Habanero Carrot Hot Sauce The hottest of the core sauces, made with real carrot juice, featuring bright citrusy habanero flavor with natural sweetness. Best with chicken and fish.
• Poblano Serrano Jalapeno Hot Sauce A medium-heat green sauce version of Salsa Verde with deep pepper flavor, great on tacos, empanadas, and enchiladas.
• Hungarian Wax Pepper Hot Sauce The mildest and most complex of the core sauces, slightly sweet, acidic and tangy, branded the 'Everything Sauce.' Best with breakfast foods, chicken, and fish.
• Chili Crisps Crispy and spicy condiment made with carefully selected peppers, priced at $9.99 per bottle.
• Chili Oil Spicy chili oil condiment (currently out of stock at time of source capture).
• Salsa Macha Fermented crispy and spicy salsa made with unique Central American chilies, available online at $9.99 per bottle.
• Pulp Hot Sauce Variety Pack Bundle that includes one of each of the four core hot sauce flavors, allowing customers to explore flavor combinations from mild to hot.
• Pulp Hot Sauce Mix and Match (4 Pack) 4-pack bundle where customers select 2 different flavors and receive 2 bottles of each, enabling customization of heat level.
• Pulp T-shirt Branded apparel available in Red or Ash Grey, sizes Large and Extra Large, made by Gildan from Heavy Cotton (90% Cotton, 10% Polyester), priced at $19.99.

Quantifiable outcome

• Products kept refrigerated to maintain natural flavor and nutritional quality
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Target Stores (Southeast)coreChannel Partner/ Reseller/ DistributorPulp Hot Sauce products are sold through Target stores across the Southeast US including Georgia, Florida, Alabama, North Carolina, South Carolina, Louisiana, and Mississippi. Products are positioned in the refrigerated salad section alongside fresh salads, emphasizing the fresh and fermented nature of the products.
• MeijerminorChannel Partner/ Reseller/ DistributorMeijer retail chain carries Pulp Flavors hot sauce products in their stores, expanding Midwest retail distribution.
• Whole Foods MarketminorChannel Partner/ Reseller/ DistributorWhole Foods Market carries Pulp Flavors products, positioning the fermented hot sauces in natural and organic grocery retail.
• Edible Garden AG InccoreOthersParent company. All content on PulpFlavors.com including text, graphics, logos, and images is property of Edible Garden AG, Inc. Edible Garden is referenced in branding and linked from the website footer, indicating a corporate parent-subsidiary relationship.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Truff: Truff is a premium, influencer-led condiment brand with hot sauces and mayonnaises sold through DTC and premium grocery. Comparable to Pulp as a premium-priced, brand- and content-led condiment play with a similar target consumer.
• High River Sauces: High River produces small-batch fermented hot sauces with probiotic claims. Most closely comparable to Pulp on both the fermentation process and the probiotic/gut-health positioning that differentiates them from mass hot sauce.
• Fly By Jing: Fly By Jing built a premium DTC-first brand around chili crisp and Sichuan sauces. Most directly comparable to Pulp on the chili-crisp/Salsa Macha adjacency and on premium DTC + natural grocery distribution model.
• Queen Majesty: Queen Majesty makes small-batch hot sauces and chili crisps for natural grocery and DTC. Comparable to Pulp as a craft-scale fermented/pepper-condiment brand expanding into chili-crisp adjacent SKUs.
• Yellowbird: Yellowbird is a small-batch, clean-ingredient premium hot sauce brand sold in natural and mainstream grocery. Directly comparable to Pulp as a premium, better-for-you condiment brand with a similar DTC + retail GTM motion in the same product category.

Emerging players

• Hot Ones: The Hot Ones brand (First We Feast/BuzzFeed) launched a hot sauce line tied to its IP. Comparable to Pulp as a culturally driven, premium hot sauce brand pursuing retail distribution via distinctive positioning.
• Momofuku: Momofuku (David Chang) scaled a chili crunch / savory condiment line nationally via DTC and grocery. Comparable to Pulp as a brand-led, premium condiment line that uses retail + DTC to capture premium price points in the chili-crisp category adjacency.
• Kaita Fire: Kaita Fire makes Japanese-influenced fermented chili sauces for natural grocery and DTC. Comparable to Pulp as a craft fermented hot sauce brand with a unique flavor story in the premium/refrigerated set.

Broad incumbents

• Tabasco: Tabasco (McIlhenny/McCormick) is the legacy dominant US hot sauce brand with near-universal retail presence. Comparable to Pulp as the dominant benchmark against which any differentiated fermented/proposition claim is measured.
• Cholula: Cholula is one of the leading mainstream premium hot sauce brands with broad grocery and foodservice distribution. Comparable to Pulp as a benchmark on the same retail shelves, but as a much larger established incumbent competing for the same condiment set.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/pulpflavors
• Xx.com/pulphotsauce
• Facebookfacebook.com/pulphotsauce

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pulp