About this project
Meet CHUT UP, a line of better-for-you condiments with no added sugars, preservatives or GMOs. Founded by South African-born chef Hugo Uys, we’ve incorporated Hugo’s depth of culinary experiences into CHUT UP, seasoning each product in a way that’s unique to his South African background, tastefully presented to appeal to your taste buds.
Our products: BEET KETCHUP // CARAMELIZED ONION AND APPLE CHUTNEY // PERI PERI HOT SAUCE .
Chut Up Peri Peri Sauce: The hottest thing since...well...you know. We pack the heat with signature South African chilies that are brewed for a low, slow building heat with notes of citrus and warm spice. Loving it right now on eggs, poultry and roasted vegetables.
Chut Up Caramelized Onion & Apple Chutney: Now this chutney is MAJOR. Green apples, caramelized onions and warm Cape Malay spices come together in this use-it-on-anything chutney. Added to a marinade, used as a sauce, or spooned straight out of the bottle, Chut Up's chutneys add an unexpectedly-spicy and slightly-sweet kick that'll take any dish to the next level.
Chut Up Beet Ketchup: If you can't join 'em, beet 'em. Our all-beet ketchup is a natural alternative to sugar-laden tomato-based ketchups with a signature tangy kick that's a healthy upgrade to an all-American classic. With simple ingredients including beets, apple cider vinegar, filtered water, and South African-inspired spices, our ketchup is anything but processed, it's crafted. Give it a try on just about anything.
Through Kickstarter funding, our goal is to fund the first production run of CHUT UP while also driving awareness of the brand, promoting our e-commerce shop and continuing to expand our recent relationship with Rutgers Food Innovation Center who is partnering with us to scale the line further for mass production.
Your support of CHUT UP will allow us to achieve a production run foundation that will scale our business:
- 8,000 - 9 oz bottles of each of our products for consumers/retail (24,000 total)
- 8,000 - 148 oz commercial bottles of our products for foodservice (24,000 total)
- Allow us to fulfill all of our initial orders (25 restaurants + counting), POs and Amazon e-commerce.
We’re here to CHUT UP the competition, join us!
Risks and challenges
There are always challenges when launching new products but we have done the due diligence over a two year window in every regard from market trends to packaging focus groups to formulation testing to getting a taste test of approval from some of culinary's leading minds who operate the best restaurants in NYC, many of whom are already committed with PO in-hand to carry our products. This is in addition to passion, experience and a track record of success in developing, launching and exiting to acquisition many products and projects.
We’re solution based, and we mean business.
Here’s why we got to where we are:
INSIGHT: Top spenders in the food category are looking to understand what they are eating.
SOLUTION: We use ingredients that aren’t processed, don’t need hyphens or have 4+ syllables.
INSIGHT: Consumers are loving global flavors. (Ever heard of Siracha?)
SOLUTION: We’ve incorporated Cape Malay spices native to South Africa into our products for a unique taste profile that isn’t represented in the American marketplace.
INSIGHT: Healthy shouldn’t be a sacrifice. Consumers are moving away from living healthy as a short-term goal to having it be a way of life.
SOLUTION: We’ve created healthier, upgraded versions of your favorite condiments that are already part of your daily food routines.
CHUT UP's team is filled with hospitality and lifestyle industry veterans who have faced many challenges and launched restaurants, brands and companies through to financial success: NuKitchen (acquired by Nutrisystem), Paris Commune (successful West Village, NYC staple restaurant for 30+ years), The MICHELIN Guide (in North America), Faena District (1.3B development), BULLDOG Gin (acquired by Campari), Beats by Dre (acquired by HTC) and many more.
Our unique experience coupled with a tried and true product that has been tested and refined with expert input from some of the best CPG incubators who unanimously agree that CHUT UP is "delicious" with smart, strong and stunning packaging that will make it pop off the aisle.
To start, we are going to market concurrently with a very targeted approach: selective retail, scalable e-commerce and in many of NYC's most well-known restaurants.
We would be honored if you joined us on this journey. #ChutUpLearn about accountability on Kickstarter
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- (30 days)