Vision & Virality — How Sauz Became One Of The Hottest Brands In CPG

Troy Bonde and Winston Alfieri aren’t selling your father’s ragu.

Instead, the 25-year-old co-founders of Sauz,  a bold, culture-forward pasta sauce brand, are reimagining what it means to build a modern CPG company from the ground up. And, it’s working.

Launched in 2023, Sauz has quickly made a name for itself with an unconventional lineup of jarred sauces, including Hot Honey Marinara, Creamy Calabrian Vodka, Miso Garlic Marinara, and Brown Butter Alfredo. The inventive flavors, combined with a strong brand voice and sharp social presence, have propelled Sauz onto the shelves of over 6,000 stores nationwide, including Whole Foods, Sprouts, Target, Wegmans, Kroger and more.

In this episode, Troy and Winston dive into their journey from outsiders to industry disruptors and how a scrappy, solutions-first mindset powers everything they do. They also talk about the intentionality behind their brand’s unique digital presence and why their path to being everywhere starts with obsessing over the details.

Show notes:

0:25: Interview: Troy Bonde & Winston Alfieri, Co-Founders, Sauz - On location at Expo West 2025, lifelong friends and co-founders Troy and Winston share the story of how they used the proceeds from their first stint in entrepreneurship to launch Sauz. They dive into why legacy tomato sauces never resonated with them, recounting late-night kitchen experiments, early sourcing hurdles, and the crucial role a food scientist played in translating wild flavor ideas into scalable products. Troy and Winston also reveal how they convinced skeptical retail buyers that Sauz could deliver true incremental value – and the grind behind cooking sauce for 62 straight days to meet a national Target launch and how saying “I don’t know” has opened doors in unexpected ways. From managing brutal supply chain stress tests to deliberately turning down more retailers than they accept, they break down how discipline and focus are fueling smarter growth. They also unpack how a “lazy” social post sparked a viral breakout, how TikTok-native content is resonating with 50+ audiences on Instagram, and their strategy for thoughtful channel expansion into club and mass. Finally, they share the tough lessons learned from retailer rejections—and how their relentless focus on innovation and digital-first brand building is catching the eye of top-tier VCs.

Brands in this episode: Sauz, Rao’s Carbone, Truff, Immi