By Allison Watkinson
TLL Reporter
Guy Fieri has partnered with Litehouse to launch a new collection of Flavortown barbeque sauces and condiments.
Guy Fieri is a celebrity chef, reality TV host and restaurant owner who is known as the mayor of the fictional community of Flavortown.
He has been featured on several Food Network series such as Diners, Drive-Ins & Dives, Guy’s Grocery Games, and Tournament of Champions.
“Whether I’m cookin’ it up at home, my restaurants or workin’ with DDD chefs across the country, I’m always lookin’ for a strong sauce game,” said Guy Fieri. “From your low and slow BBQ to your everyday sammiches, the right sauces can make or break your dish. My new Flavortown sauces are developed to help you make the most of every dish, every time and to step your game up and really sauce like a boss!”
The licensed Flavortown products will include nine different sauce options such as Guy’s Famous Donkey sauce, Kickin’ Chipotle sauce, Smokin’ Hickory BBQ sauce and more.
All of the condiments in the collection will be packaged in diner-inspired squeeze bottles for easy application to different dishes.
“As the Mayor of Flavortown, Guy Fieri’s undeniable knowledge of ridiculously good food makes him the ideal partner for Litehouse to bring versatile, bold sauces to food lovers nationwide,” said Litehouse CEO, Kelly Prior. “Together, we will take consumers on a journey to Flavortown that is not only delicious, but a fun celebration of food and flavor.”
Over the last several months, Guy Fieri has been working alongside the brand representation agencies IMG and WME to expand his Flavortown brand into new licensed product categories.
Most recently, Fieri announced a new licensed beverage line called Flavortown Spiked with Two Roads Brewing Co.
He also recently launched a co-branded NFL x Flavortown t-shirt collection with the print-on-demand apparel company, HOMAGE.
The upcoming line of Flavortown barbecue and condiment sauces will be available in the shelf stable sauce aisle at grocery retailers across the United States beginning in spring 2024.
Initially launched as a family-owned restaurant in 1949, Litehouse is an American consumer packaged goods company that specializes in branded dressings, dips, sauces, condiments and more.
The company manufactures its products at its five U.S. facilities in Idaho, Michigan, Utah, and Virginia.
The partnership with Litehouse was facilitated by IMG as Flavortown’s official brand licensing representative and WME as Guy Fieri’s licensing representative.
Both IMG and WME are part of Endeavor’s global company network.
Guy Fieri and Litehouse Announce Licensed Flavortown Sauce Collection
