Truff expands into cooking oil category

Truff, the brand known best for its truffle-infused hot sauces, is expanding into yet another new category.

The Los Angeles-based company has launched Black Truffle Oil.

“No matter where our obsession with flavor has taken us, we’ve always counted on truffle to guide us,” said co-founder and co-CEO Nick Ajluni. “Black Truffle is our foundational ingredient — it puts the truff in Truff. Its unique shape inspired our iconic lids, and its delicate flavor inspired our unique creations. After years of exploring the experience of truffle in condiments, we're excited to let them shine on their own.”

Featuring a blend of olive oil and black winter truffle, the oil’s base includes a neutral-flavored olive oil that lets the flavors of truffle shine through, the company said.

“Go-to ingredients shouldn’t be boring. That's why we’ve been committed to adding exciting and luxurious products to our customers’ kitchen arsenals from the start,” said co-founder and co-CEO Nick Guillen. “We think truffle embodies luxury, and it’s what our audience deserves when they cook.”

Consumers can find Truff’s Black Truffle Oil online at Truff.com and Amazon, as well as at Whole Foods Market, Shaw’s, Giant, Sprouts and World Market through the next few months.