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The Heat Is On

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

This story appears in the March 1998 issue of Business Start-Ups magazine.

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.

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