Funded in the Alley: A&B American Style – Dormroom Fund NY’s First Very Hot Launch


A&B American Style is one of the first companies to emerge from the Dormroom Fund NYC – a new kind of venture fund run by students, for students. After all, when small amounts of capital can find its way to remarkable students with big ideas, amazing things can happen. Like A&B American Style, makers of sugar-free all-natural sauces and condiments that add flavor, not just heat. Founders and childhood friends Ariel Fliman and Brian Ballan tell AlleyWatch about their secret sauce. These guys are hot!


A&B at Aureole


Tell us about your product and/or service.

A&B-American-Style-LogoA&B American Style makes all-natural condiments and sauces with no added sugar. Our first product, A&B American Style Pepper Sauce, highlights the nuanced flavors of the fresh chili peppers we use without adding unnecessary sugar, salt or artificial preservatives. We only put food in your food.

Our goal is to take sugar out of the American diet. We believe we can make a positive impact on how Americans relate to their food by introducing healthful products that taste great.

We were named Serious Eats’ Best Food Artisans of 2012 and have been featured in a number of publications, including the Huffington Post, Food Republic, Edible Queens, Tasting Table, and Complex Mag.

You can find us all over social media as @ABAmericanStyle on Facebook, Twitter, Instagram, Pinterest, Foursquare and even Snapchat.

How is it different?

By not adding sugar, our condiments actually taste like the fresh produce we use to make them. They have great flavor, not just heat. Furthermore, each time someone replaces a condiment full of sugar and high-fructose corn syrup with our Pepper Sauce, they take a step towards healthy living.

Additionally, our Pepper Sauce, though made with chilies, has a vibrant flavor that wonderfully aromatic. It makes a great compliment to eggs, oysters, shrimp, and burgers. It’s about flavor. Not just heat.

What market are you attacking and how big is it?

The market for condiments and sauces is estimated at $7B.

What is the business model today?

Currently, our products are carried in over 45 stores across the country, with a focus on the NY area.

What are the milestones that you plan to achieve within 6 months?

We are working to expand with the launch of several additional flavors in the next few months. We are just harvesting a batch of chilies that we had Brooklyn Grange, a rooftop farm in Queens, to grow for us. It was great to work with other people doing such innovative things.

What are your thoughts on being among the first portfolio companies the New York Dorm Room Fund?

The Dorm Room Fund is a great program and we’re thankful to have had the opportunity to get to know the team. They have been extremely supportive of what we’re doing and helped us continue to grow.

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About the author: AlleyWatch

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