They Wanted Better Sauce Without the Extra Calories

Nutrition labels don't lie. Neither do sauces.

Wesley Haslett and Tobias Lawson were eating high-protein, lower-calorie meals only to realize the sauce on top was quietly wrecking the whole plan. The "healthy" alternatives on shelves were either calorie bombs or watery, flavorless disappointments.

Saucified is their answer — lower-calorie, fiber-boosted dipping and everything sauces built around one idea: no more sauce sacrifice. After two earlier launches and a few hundred bottles sold, the team is gearing up for what they call the "launch of all launches." We sat down with Wesley and Tobias to talk about building anticipation before the product is even ready, why farmers markets became a proving ground, and what it feels like when a total stranger spends their own money on something you made.

The Interview

The Product and Audience: What is Saucified and who is it for?

Saucified makes lower-calorie, fiber-boosted dipping and everything sauces designed to deliver bold flavor without making people feel like they're sacrificing their nutrition goals. The brand is built for health-conscious consumers, gym-goers, athletes, and anyone who wants to eat better while still caring about how their food tastes. The goal is simple: create sauces that don't force people to choose between traditional sauces that can add hundreds of calories and low-calorie alternatives that compromise on flavor, texture, or the overall eating experience.

The Spark: When did you launch, and what made you say "I need to build this"?

The idea came from a problem we were experiencing ourselves. We were trying to eat high-protein, lower-calorie meals while realizing that the sauces we actually wanted could completely change the nutrition of the meal. The alternatives on the market were often either calorie-heavy or positioned as "healthy" but ended up being watery sauces with little flavor and no real nutritional benefits. That frustration became the foundation for Saucified and its mission of "No More Sauce Sacrifice."

The Launch: When did you launch and how did you create pre-launch buzz?

Saucified has actually launched a couple of times. The first version launched in February 2025 under the name Sauce+, starting with refrigerated protein ranches. In December 2025, we launched three protein sauce flavors and sold a few hundred bottles. Now, we're gearing up for what we describe as the "launch of all launches." The newest Saucified sauces are designed to have better flavor and texture while being significantly lower in calories. This time around, we're building anticipation through social media, talking about the brand across Instagram and TikTok before the new products are even ready.

The First 100: How did you find your first customers?

The first customers came through direct-to-consumer sales and a steady push of content across social media. We also appeared at farmers markets, where we would pop up weekly and get the sauces directly in front of potential customers. Those early buyers were especially important because they were some of the first strangers to actually try the products. Their feedback helped shape both the sauces and the brand itself.

The Advice: What would you tell a first-time founder in their first 90 days?

Don't wait until your product is perfect. But if you're building a food or beverage brand, it still has to taste good and have good texture. The early days are also a critical time to push as much social content as possible. If nobody knows your brand exists, there is nobody to sell to.

The Reality Check: What is the hardest part of this journey that people don't see on social media?

There are plenty of roadblocks that customers never see. COGS, shipping, new product launches, legal documents, and countless other details can slow things down. A launch can look quick and simple from the outside, but the reality is usually much slower. And when something goes wrong, the timeline can stretch even further.

The Milestone: What has been your biggest "we made it" moment so far?

We're still waiting for that big "we made it" moment. Saucified has had plenty of ups and downs along the way, and we're hoping the next launch will be the milestone that changes things. But there is one moment that always feels meaningful. Whenever a random person is willing to spend their hard-earned money on something we created, it feels like we made it.

The AI Trend: How have you used AI to help your business grow?

We use ChatGPT for just about any question that comes up. Whether we need help with the business, want to brainstorm an idea, or need artwork generated, AI has become a useful part of our workflow. For a small team, the biggest benefit is speed. It allows us to move quickly when new ideas come up and explore possibilities without having to slow down the creative process.

The Horizon: What should we be excited to see from Saucified in the next six months?

The biggest thing on the horizon is the launch of Saucified's newest low-calorie, fiber-boosted sauces. We're targeting a late August or early September launch, followed by even more new flavors. For Saucified, the next chapter is about improving the product and giving people even more ways to enjoy sauce without the sacrifice.

The Shop: Where can readers find Saucified?

Saucified will be available direct to consumer at getsaucified.com. The brand will also be available through TikTok Shop and wholesale via Airgoods.

The Connection: Where is the best place to follow along?

Follow along on Instagram and TikTok at @getsaucified.