Jason Kelce invests in Sea Isle City’s Hank Sauce

Jason Kelce, a man of voracious appetite and enthusiasm, is putting his money behind a local Jersey Shore brand, Hank Sauce.

The hot sauce company, based in Kelce’s beloved Sea Isle City and sold everywhere from surf shops to the Acme, produces a variety of hot and not-so-hot sauces that have become ubiquitous at the Jersey Shore and Philadelphia area.

The deal with Kelce’s Winnie Capital was announced in two ways: a sedate corporate press statement, and a not-at-all sedate Instagram post featuring a full-throated Kelce throwing jabs and juggling bottles of Hank Sauce, growling and snarling about the wonders of the flavorful sauce. As only the pitchman and iconic Eagles great can do.

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“BAM! POW! POW FLAVOR! YEEEEOWWWWWW,” Kelce spitballs for the camera from inside the Hank Sauce restaurant in Sea Isle, an array of sauce laid before him, before he and others off-camera dissolve in laughter. “You got some eggs that don’t have any [beeped expletive] flavor? Well we got you covered baby.

“Any notes?”

Someone throws him a bottle from stage right; he makes the catch. “I’m glad I looked,” he said.

In the comments, and in the press statement, Kelce calls Sea Isle “right in my backyard in South Jersey,” and says he and the three founders plan to “take this thing the next level.”

The Kelce family owns a $2.2 million vacation home in Sea Isle, hosts his annual celebrity bartending Eagles fundraiser at the Ocean Drive, and support local causes like Mike’s Seafood walk for autism.

“This one was a no brainer,” Kelce said in the Instagram post. “I’ve been a consumer of this product and a fan of this brand for a long time.”

A regular in Sea Isle City with his family, Kelce said he walked into Hank Sauce in 2015 and met Brian “Hank” Ruxton himself, who took the Eagles star into the back where they shared a beer.

“I like these guys,” Kelce said.

The statement described the arrangement as “a strategic equity investment from former NFL player, podcaster, and investor Jason Kelce.”

“The new investment and partnership with Kelce’s Winnie Capital will accelerate national expansion and increase Hank Sauce’s visibility and reach in new markets across the country,” the statement said.

Founded in 2011 by three college roommates — Ruxton, Matt Pittaluga, and Josh Jaspan — as “a hot sauce for people who don’t like hot sauce,” Hank Sauce was first made in a garage, and hand-bottled for six years. The company eventually expanded into a 10,000 square foot manufacturing facility in Millville, and is now sold in more than 5,000 stores nationwide, according to the press statement.

Hank Sauce comes in multiple variations, including the original Herb Infused, plus Cilantro, Camouflage, and Hank Heat.

As part of the deal, Kelce will “collaborate with Hank Sauce on original content and ongoing brand strategy,” the statement says.

“We’ve poured our lives into building this brand, and we couldn’t be more excited to have Jason on board — not just as a partner and ambassador, but as a genuine fan long before this partnership,” Pittaluga said in the statement.

Winnie Capital is described as “a private family office supporting the business and philanthropic activities of Jason and Kylie Kelce. The Winnie portfolio includes diverse investments and partnerships across media, athletics, consumer packaged goods, apparel, real estate, agriculture, and technology.”