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See all ads on AdLibrary →Truff was founded in 2017 in Los Angeles by Nick Ajluni and Alex Guzman, who saw an opportunity to create a luxury hot sauce using black truffle. The brand built a premium Instagram aesthetic and landed on Oprah's Favorite Things list in 2019, transforming from a DTC-only brand to a nationally distributed premium condiment. Truff is now sold at Nordstrom, Whole Foods, and Target.
