Winnie Capital Acquired Stake in Hank Sauce
The family office of Jason and Kylie Kelce purchased an equity stake in the hot sauce brand in late 2025.
Updated on Oct. 12, 2026 in Investing
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Winnie Capital, the family office of Jason and Kylie Kelce, acquired an equity stake in the hot sauce company Hank Sauce in late December 2025. As part of the investment, Jason Kelce also assumed the role of creative partner and brand ambassador for the firm.
Why it matters
The deal leverages a preexisting personal relationship between Jason Kelce and the company founders to bolster the brand's visibility. The partnership aims to expand the footprint of the hot sauce products into more restaurant settings nationwide.
Hank Sauce currently maintains distribution in over 5,000 stores across all 50 U.S. states. The broader condiments and seasonings market in which the brand competes is valued at over $33 billion.
The players
Jason Kelce
He is a retired professional football player who serves as a creative partner and brand ambassador for Hank Sauce.
Winnie Capital
This is the family office investment firm managed by Jason and Kylie Kelce.
Matt Pittaluga
He is one of the three original co-founders of the hot sauce company established in 2011.
Brian Ruxton
He is one of the three original co-founders of the hot sauce company established in 2011.
Josh Jaspan
He is one of the three original co-founders of the hot sauce company established in 2011.
The details
The founders of the brand, Matt Pittaluga, Brian Ruxton, and Josh Jaspan, secured the investment after pitching their long-standing Sea Isle City company to Kelce. Production is based in Millville, and the company is now focused on increasing bottle placement on restaurant tables.
Timeline
Hank Sauce was founded in 2011.
The Hank Sauce restaurant opened in 2012.
Winnie Capital announced the equity stake in late December 2025.
Market Dynamics
This move highlights the trend of celebrity-backed investment in the $2.9 billion hot sauce category. By joining the market, Winnie Capital positions itself to compete for greater shelf and table presence within a sector seeing significant consumer interest.
Retail investors interested in the food sector should note how celebrity involvement can influence brand growth and market penetration. Consumers may see increased availability of the product in local restaurants as the brand scales its operations.
The takeaway
This partnership highlights how established personal relationships can drive investment in small-batch consumer goods. Readers should track how celebrity-led marketing shifts the competitive dynamics in the crowded condiments market.
Further reading
Learn more about the latest trends in Investing to understand how private equity deals are shaping consumer brands.
Source note: This article includes information reported by ABC Money.
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