Crystal Hot Sauce rolls out sriracha and bets on pepper pulp
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Crystal Hot Sauce launches its own version of sriracha this month.
Why it matters: The Louisiana company is looking for ways to grow with consumers' tastes.
The big picture: Crystal is working with chefs to show what's possible with the condiment, says Pepper Baumer, president and CEO of Baumer Foods, which makes the hot sauce.
- The family-owned company partnered with Commander's Palace over the summer to do a special lunch, complete with Crystal Hot Sauce martinis.
- The star ingredient? The pepper pulp that's left after making the sauce. It won condiment of the year in 2019 from Food & Wine.
- Commander's uses the pulp to rim glasses, crust meat and spice dishes. Picnic Provisions cooks with it, too.
Catch up quick: Baumer's grandfather started the business in 1923 as a snoball syrup company.
- He switched to making hot sauce after finding a promising recipe called "Crystal Pure" in a drawer.
- The company got a boost in World War II through federal contracts to make jellies and preserves for the troops.
- You know the Crystal Preserves sign in Mid-City you can see from I-10? That's the company's former building. After it flooded during Hurricane Katrina, Crystal moved operations to Reserve and the office to Metairie.
Zoom in: Crystal is a milder hot sauce with a vinegary tang.
- "Our whole niche is more about flavor," Baumer says. "So our 'extra hot' is probably on the same Scoville unit as Tabasco."
- The company also makes teriyaki, Worcestershire and soy sauces.
Favorite ways to use Crystal? "The traditional ways -- pizza, spaghetti, gumbo," Baumer says.
- He also likes to put Kraft Parmesan cheese and Crystal on popcorn.
- His dad puts it on salad and his young kids use it like ketchup with chicken.
- Pro tip from Baumer: Keep your Crystal bottle in the fridge and the sauce won't change colors.
Zoom out: Crystal has a loyal following, which the company dubbed the Crystal Cult.
- Its primary market is the Southeast, but it also does big business in the Middle East, Baumer says.
- Crystal is tapping into the interest with restaurant partnerships and merch, like a hot sauce bottle-shaped windsock. It's also been on "Hot Ones."
What we're watching: COVID hit Crystal hard, and Baumer says they're watching how tariffs will affect the company.
- Crystal imports its cayenne peppers and the glass from Mexico.
What's next: Crystal is looking at ways to sell its pulp to consumers. COVID delayed previous plans.
