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The Heat Is On

Saucy marketing, picking your path, music to wait by.

Less is more, right? Well, not necessarily. Take hot sauces, for example, the current darlings of the specialty foods market. If you're considering developing a spicy sauce for sale, be aware that when it comes to product names and labels, bolder is better. If you want to grab customers' attention, you need to create names and labels that are as sizzling hot as the products they promote.

Fletcher Grant's Inc. in Homosassa, Florida, offers heat lovers its Kiss of Fire hot sauce, while Atlanta's Oak Hill Farms reminds consumers of the power of feminine fury with its Scorned Woman hot sauce.

Pepper Island Beach Inc. in Lawrence, Pennsylvania, manufactures hot sauces that evoke the forces of the great outdoors with such titles as Habanero Hurricane and Crocodile Soup. And the products in San Luis Obispo, California's Mo Hotta Mo Betta spicy foods catalog certainly prove they aren't for the meek. Some of the sassy hot sauce titles include Dave's Total Insanity, You Can't Handle This Sauce, and Smack My Ass and Call Me Sally. Yeehaw!

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This article was originally published in the March 1998 print edition of Entrepreneur with the headline: The Heat Is On.

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