78 Brand

What 78 Brand does

78 Brand Co. is a Chicago-based premium condiment manufacturer founded in 2014 (with its first restaurant placement at Flo & Santos in 2013) that produces a focused four-SKU portfolio: Original Ketchup, Spicy Ketchup, Yellow Mustard, and Spicy Mustard. Its core technical differentiation is a clean-label ketchup formulation using 78% real tomato content, cane sugar in place of high-fructose corn syrup, Non-GMO Project verification, and batch-to-batch Brix and viscosity controls for flavor consistency; products are Kosher, gluten-free, vegan, and halal-friendly. The company operates under parent entity 78 World Market LLC, is privately held with no disclosed institutional funding, and has a headquarters and production footprint in the Berkeley/Chicago area.

78 Brand generates revenue through a hybrid CPG model spanning direct-to-consumer e-commerce (shop.78brand.com with free shipping over $30), national foodservice distribution via US Foods, Sysco, Gordon Food Service, Performance Food Group, KeHE, Hy-Vee, Reinhart, and Greco, select Whole Foods retail placement, and a co-branded/private label program (780-case minimum, 10-case trial at 50% off) for restaurants and hospitality groups. The company reports 500+ foodservice partners across 25+ states, an 82% re-order rate among restaurant partners, 10,000+ verified five-star reviews, and an active brand-and-creator marketing program on TikTok and Instagram. Customer segments span independent restaurants and regional chains (primary), retailers and distributors, home cooks/consumers, and hotels and hospitality groups.

Name

78 Brand

Legal name

78 Brand Co.

Website

https://78brand.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

78 Brand Co. is a Chicago-based premium condiment manufacturer selling a four-SKU line of non-GMO, 78% real-tomato ketchup and stoneground mustard via DTC e-commerce, national foodservice distributors, and a co-branded/private label program for restaurants and hospitality groups across 25+ US states.

Ownership category

akta.pro rank

Product category

Premium Condiments

NAICS

Food Manufacturing (311), Other Food Manufacturing (3119)

SIC

Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Ketchup & Tomato-Based Sauces Manufacturing (AFAKADAA)

akta.pro secondary industry

Condiments, Sauces & Dressings (CRADAAAB)

Keywords

• Premium condiments
• Non-gmo ketchup
• Foodservice condiment distribution
• Co-branded private label
• Stone-ground mustard

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer E-commerce: Consumers purchase directly from shop.78brand.com. Orders ship with free delivery over $30. Individual bottles and multi-packs available. The primary DTC consumer revenue stream.
2. Wholesale / Foodservice: Case pricing and pallet minimums for restaurant, hotel, and distributor accounts. Volume rebate program for restaurant operators. Reorders ship in 3–5 business days. Direct accounts and distributor fulfillment.
3. Co-Branded / Private Label Program: Restaurants and hospitality groups co-brand 78 Brand bottles with custom artwork. 780-case minimum commitment. Includes label artwork, spec sheets, marketing support, and branded video production for properties.
4. Affiliate & Brand Partnership: Affiliate program pays commissions on sales. Brand partnerships for co-creation referenced under brand partnerships page. Supplementary digital revenue streams.

Pricing tiers

Go-to-market motion3 records

Distribution channels12 records

Marketing channels8 records

Core offering

78 Brand manufactures and distributes premium non-GMO ketchup and mustard condiments formulated with 78% real tomatoes, cane sugar instead of high-fructose corn syrup, and Non-GMO Project verified ingredients. The company sells a four-SKU line (Original Ketchup, Spicy Ketchup, Yellow Mustard, Spicy Mustard) directly to consumers through shop.78brand.com, to restaurants and foodservice operators via national distributors and direct wholesale accounts, and to restaurants and hospitality groups through a co-branded/private-label bottle program with a 780-case minimum commitment.

Product overview

78 Brand is a premium, non-GMO condiments company offering a focused four-SKU product line: two ketchup varieties (Original and Spicy) and two mustard varieties (Yellow and Spicy). All products share a clean-label formulation with 78% real tomatoes in ketchups, cane sugar instead of HFCS, and non-GMO verification. The portfolio serves both direct consumer and foodservice channels through retail and wholesale distribution. The company also operates a co-branded and private label program for restaurants and hospitality operators who want custom-labeled condiments under their own brand while using 78's recipe.

Differentiator

Problem solved

Functional benefit

Products and services

• 78 Ketchup Original Premium non-GMO ketchup made with 78% real tomatoes, cane sugar instead of HFCS, and aged vinegar; gluten-free, kosher, no artificial colors or preservatives. Available in 12 oz consumer bottles, gallon jugs, and #10 cans for foodservice.
• 78 Ketchup Spicy Spicy ketchup built on the same 78% tomato base as the original, blended with real peppers for a slow heat build from three chilies. Gluten-free and non-GMO with no artificial ingredients. Available in foodservice and consumer formats.
• 78 Yellow Mustard Smooth classic yellow mustard made with non-GMO stone-ground mustard seed, real turmeric for color, and aged vinegar. Gluten-free with no artificial colors. Available in foodservice and consumer formats.
• 78 Spicy Mustard Stone-ground spicy mustard with horseradish notes and slow heat build, for sandwiches, pretzels, and charcuterie. Gluten-free and non-GMO. Available in foodservice and consumer formats.
• Co-Branded / Private Label Condiment Program Program for restaurants, hotel groups, and hospitality operators to put their own logo and custom artwork on 78 Brand bottles, with a 780-case minimum commitment, full label artwork support, UPC and nutrition panel review, and branded video production support for properties. Packaging formats from 16 oz retail to 1 gallon foodservice.

Quantifiable outcome

• 82% re-order rate among restaurant partners
• +2 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Flo & Santos (Chicago)coreStrategic or Co-development Partner · 1 January 2013Flo & Santos was the first restaurant to pour 78 Brand ketchup in 2013 — a cold Chicago winter day that the founders cite as the origin of their foodservice business. The restaurant serves as an ongoing case study and reference customer. They remain a long-term partner and brand advocate.
• Craft & Crew ChicagocoreStrategic or Co-development PartnerChef Marco D. of Craft & Crew Chicago participated in the co-branded label program. The restaurant's branded ketchup bottles have become a guest conversation piece — guests photograph the bottle. Case study featured on the brand's co-branded page.
• US FoodscoreChannel Partner/ Reseller/ DistributorNational foodservice distributor carrying 78 Brand ketchup and mustard products. Part of the core distribution network that enables 25+ state coverage.
• SyscocoreChannel Partner/ Reseller/ DistributorNational foodservice distributor carrying 78 Brand products.
• Gordon Food Service (GFS)coreChannel Partner/ Reseller/ DistributorFoodservice distributor carrying 78 Brand products.
• Performance Food Group (PFG)coreChannel Partner/ Reseller/ DistributorFoodservice distributor carrying 78 Brand products.
• KeHE DistributorscoreChannel Partner/ Reseller/ DistributorNatural and organic distributor carrying 78 Brand products, aligning with the brand's clean-label positioning.
• Hy-VeeminorChannel Partner/ Reseller/ DistributorRegional grocery chain with foodservice distribution carrying 78 Brand.
• ReinhartminorChannel Partner/ Reseller/ DistributorFoodservice distributor carrying 78 Brand products.
• GrecominorChannel Partner/ Reseller/ DistributorFoodservice distributor carrying 78 Brand products.
• Whole Foods MarketminorChannel Partner/ Reseller/ DistributorSelect Whole Foods Market locations carry 78 Brand for retail consumer purchase.
• Independent Kitchen GroupcoreStrategic or Co-development PartnerChef Andre L. of Independent Kitchen Group switched to 78 Brand and became a reference customer, publicly noting that guests noticed and asked where to buy the ketchup.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Sir Kensington's: Premium condiment brand known for clean-label ketchup, mustard, and mayonnaise; competes head-to-head with 78 Brand in foodservice and DTC channels targeting ingredient-conscious operators and consumers.
• Primal Kitchen: Premium, clean-ingredient condiments and sauces (ketchup, mustard, mayo, BBQ) sold across DTC, grocery, and foodservice; directly comparable premium positioning, distribution strategy, and target consumer.
• Yellowbird Foods: Premium, clean-label condiment brand focused on sauces and dressings with strong foodservice and DTC presence; comparable product positioning, distribution model, and category overlap.
• Tessemae's: Clean-ingredient dressings, condiments, and marinades sold in grocery and foodservice; overlapping premium, no-artificial-additive positioning with 78 Brand's ketchup and mustard portfolio.
• Truff: Premium sauces (ketchup, hot sauce, mayo) marketed through DTC, retail, and foodservice with strong social-media-driven brand awareness; comparable premium pricing, Gen Z/Millennial targeting, and limited-SKU portfolio model.

Broad incumbents

• Stubb's: Legacy premium BBQ sauces, marinades, and condiments owned by McCormick; broader portfolio but overlapping premium-ingredient positioning and foodservice distribution presence.
• Heinz: Dominant mass-market ketchup and condiment brand under Kraft Heinz; the primary incumbent 78 Brand positions against, with vastly broader scale, marketing budget, and shelf presence across foodservice and retail.
• Hunt's: Conagra-owned mass-market tomato ketchup brand with strong foodservice and grocery distribution; the category leader 78 Brand explicitly differentiates against on tomato content and ingredient quality.
• French's: McCormick-owned mustard and condiment brand with broad foodservice and retail penetration; directly competes with 78 Brand's mustard line on shelf and at the operator table.

Emerging players

• Cholula: Premium hot sauce brand with comparable foodservice distribution and DTC/retail omnichannel strategy; adjacency potential for 78 Brand's spicy SKU roadmap and a model for premium condiment category-building at scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/78brand
• TikToktiktok.com/@78brand
• Xx.com/78brandchicago
• Facebookfacebook.com/78brand
• LinkedInlinkedin.com/company/the-78-brand-co.-

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 78 Brand