There’s a new line of Sriracha-infused snacks

Sriracha Black Bean Soup is new at Corner Bakery

 

Sriracha-Black-Bean

FoodBeast:

Corner Bakery is adding a new soup to their lineup that incorporates both east and west. Of course, when most things boast an Eastern kick, they’ve gotta involve sriracha.

The bakery chain is now offering a new Sriracha Black Bean Soup. The vegetarian dish is made with black beans, onions and garlic. It’s simmered in a vegetable stock and splashed with lime, coconut milk and a sriracha sauce.

The soup will be a companion for Corner Bakery’s relatively new Spicy Asian Pork sandwich. The sandwich is made with fire-roasted pork that’s sautéed in a spicy Asian BBQ sauce and topped with cucumbers, a spicy slaw, cilantro and house-pickled jalapeños.

 

No trademark? Sriracha is cool with that

Seattle Times: (by David Pierson)

Wander down almost any supermarket aisle and it’s easy to spot one of the food industry’s hottest fads. Sriracha, the fiery, red, Asian chili sauce, has catapulted from a cult hit to flavor du jour, infusing burgers, potato chips, candy, vodka and even lip balm.

That would seem like a boon for the man who made the sauce a household name. Except for one glaring omission.

David Tran, a Vietnamese refugee who built the pepper empire from nothing, never trademarked the term, opening the door for others to develop their own sauce or seasoning and call it Sriracha.

That’s given some of the biggest names in the food business such as Heinz, Frito-Lay, Subway and Jack in the Box license to bank off the popularity of a condiment once named Bon Appétit magazine’s ingredient of the year.

Restaurant chains and candy and snack makers aren’t buying truckloads of Tran’s green-capped condiment emblazoned with the rooster logo. Nor are they paying Tran a dime in royalties to use the word “Sriracha” (pronounced “see-RAH-cha”).

In my mind, it’s a major misstep,” said Steve Stallman, president of Stallman Marketing, a food business consultancy. “Getting a trademark is a fundamental thing.”

Tran, who now operates his family-owned company Huy Fong Foods out of a 650,000-square-foot facility outside Los Angeles, doesn’t see his failure to secure a trademark as a missed opportunity.

He says it’s free advertising for a company that’s never had a marketing budget. It’s unclear whether he’s losing out: Sales of the original Sriracha have grown from $60 million to $80 million in the last two years alone.

Everyone wants to jump in now,” said Tran, 70. “We have lawyers come and say, ‘I can represent you and sue,’ and I say, ‘No. Let them do it.’ 
Tran is so proud of the condiment’s popularity that he maintains a daily ritual of searching the Internet for the latest Sriracha spinoff.
The category has helped ignite U.S. hot-sauce sales, which have jumped from $229 million in 2000 to $608 million last year, according to Euromonitor.

What we’re seeing among consumers is demand, not just for heat, but more complex, regional flavors,” said Beth Bloom, a food and drink analyst for Mintel. “With Sriracha, Huy Fong introduced a new style and a whole new category of hot sauce.”

Although Taco Bell and Pizza Hut are some of the latest national brands to experiment with their own Sriracha seasoning in tacos, nachos and pizza sauce, it’s Tabasco’s version that has Tran admittedly sweating.

My ‘rooster killer’ jumped into the market,” said Tran, borrowing a description he saw on a food blog. “They’re a big company. They have a lot of money and a lot of advertising.

It may be too late for Tran to successfully argue that the trademark belongs to him.

Two dozen applications to use the word have been filed with the United States Patent and Trademark Office. None has been granted for Sriracha alone. The word is now too generic, the agency determined. Tran’s attorney isn’t so sure the same applies to Sriracha.

Rod Berman, who was retained 10 years ago primarily to tackle counterfeiters, thinks many consumers still associate Sriracha with Huy Fong. He cited a mountain of publicity, films and growing sales.

My instinct is to want to go after the people that used the Sriracha name,” said Berman, an intellectual-property lawyer who has represented the Los Angeles Lakers, Pom Wonderful and Nordstrom.

But that’s not realistic, he says, especially for a medium-size company like Huy Fong.

Large companies, the Mattels and Disneys of the world, try to protect everything and have the budget for that,” Berman said. “With smaller enterprises like Huy Fong, you have to pick and choose.”

That’s why Tran has gone after knockoffs of Huy Fong’s Sriracha from China. Unlike the name, Tran trademarked his rooster logo and distinctive bottle.

At the same time, Tran has signed licensing agreements with a handful of specialty producers such as Rogue, which brews a Sriracha hot stout beer packaged in a red bottle and green cap to look like Huy Fong’s signature sauce, and Kent-based Pop Gourmet, which makes a Sriracha popcorn and will soon release a Sriracha seasoning spice.

Even with these partnerships, Tran doesn’t charge any royalty fees. All he asks is that they use his sauce and stay true to its flavor.

I wanted to bring people the real stuff,” said David Israel, chief executive of Pop Gourmet.

The Sriracha popcorn is the company’s No. 1 seller, and Israel has high hopes for the new seasoning, which took nine months to develop.

 

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Heinz’s Ketchup is now available in a Sriracha flavor!

Heinz has announced this week that it is launching a sriracha-flavored version of its world-renowned ketchup:

The new offering adds a new kick to your favorite foods and recipes, pairing well with cheeseburgers, French fries and hot dogs, and is the perfect flavor boost for chicken and eggs,” said Heinz brand manager Joseph Giallenella on its launch.

The Pittsburgh-based company announced that the sauce — blended with the popular Thai hot sauce made from chili pepper paste, garlic and vinegar — will join its traditional ketchup, Tabasco and jalapeño pepper sauces on shelves soon.

To see how srircha is made, watch the HYPEBEAST Process video here.

HYPEBEAST Process: Sriracha’s Famous “Coc… Rooster” Sauce

In the latest edition of HYPEBEAST PROCESS, CEO and founder of Huy Fong Foods, David Tran, walks us through the whole process of the iconic condiment’s lifespan, from inception of idea to execution of product.

David started the company in 1980 by hand packing the infamous sauce by hand with a miniature spoon, sourcing only the freshest ingredients to be sure that the element of spice was just right. Now, 35 years later, the only thing that has changed is the process of manufacture, with the quality and origin of Sriracha chillies remaining the same. Quality control is of utmost importance to David with an idealistic business projection to make the sauce spicier in the future. Every detail is painstakingly monitored, even down to the ingenious packaging whereby the color of the lid serves a significant purpose.

David Tran says Sriracha can be used on any food so squeeze some onto your breakfast/lunch/dinner and enjoy the video above.

Sriracha2Go, A tiny refillable bottle of Sriracha that clips onto a keychain

Sriracha2Go

 

Laughing Squid: 

 

Sriracha2Go is a 1.25 ounce refillable bottle that clips to a keychain and allows lovers of the spicy “Rooster Sauce” to ferry their beloved Sriracha wherever they go.

Sriracha2Go is a must-have for every sriracha lover. With S2G, you’ll never worry about a sriracha-less meal again. No matter where you go, no matter what time of day, sriracha will be by your side.Simply fill your empty S2G bottle with your favorite sriracha and clip it to your keychain, slide it in your pocket, or toss it in your purse — you’re now set to add sriracha to your breakfast, lunch, dinner, and everything in between.

 

Siracha2go in Park

Siracha Fried Chicken

Siracha Fries

Sriracha Pizza

images via Sriracha2Go

Taco Bell testing Sriracha Menu

 

srirachabell

FoodBeast:

 

It seems like Taco Bell‘s menu is infinite, and every few months something new is added to the mix.

Just last week they rolled out a Starburst Strawberry Freeze, and in September they were testing a Biscuit Chicken Taco. Now they’re testing a new Sriracha menu.

The Menu consists of a Sriracha Beef GrillerSriracha Taco and Sriracha Taco Supreme, Sriracha Quesarito, Sriracha Grande ScramblerSriracha Nachos and a Sriracha Quesarito Box, which includes a Sriracha Doritos Locos Taco, Sriracha Crunchy Taco and Medium Drink.

Stephanie Perdue, Taco Bell’s Vice President of Marketing, said that they know customers love having spicy options, and Sriracha is at the top of mountain as far as spicy flavors go.

Our customers love spicy food and we know that Sriracha is on the top of their list as the latest, most relevant flavor. This test brings together two things our consumers are passionate about: Taco Bell and Sriracha, and we’re looking forward to hearing the feedback from our fans.

The Sriracha Menu has already been made available in over 70 Kansas City Taco Bell locations, and will be available until mid-November. Hopefully it’ll lead to a national rollout soon after.