So, everyone has an opinion on Brooklyn Beckham. Whether he’s snapping photos of elephants or flipping grilled cheeses on Instagram, the internet usually has something to say, and it’s rarely quiet. But recently, he’s moved into a space that’s notoriously hard to fake: the world of craft condiments. He launched a brand called Cloud 23, and honestly, it’s not just another celebrity vanity project tucked away on a shelf.
It’s actually quite a bit more calculated than that.
The Brooklyn Beckham hot sauce venture officially hit the scene in late 2024, specifically targeting a "luxury" gap in the market. You've probably seen the bottles. They don’t look like your standard Tabasco or Frank’s. They look like expensive cologne or high-end whiskey decanters, featuring labels with kissing cherubs and a very "Old World meets LA" vibe.
Is it just a pretty face? Or does the sauce actually have some kick?
Why Cloud 23 is Different from the Average Hot Sauce
Most celebrity food brands feel like a quick cash grab. You know the ones—a famous face slapped on a generic recipe. Brooklyn claims he spent two years developing this. He’s been very vocal about the fact that he isn’t a trained chef, but rather a "tastemaker" who just loves to be in the kitchen.
Basically, he wanted to make something organic and "clean."
The brand launched with two specific flavors: Sweet Jalapeño and Hot Habanero. If you’re a total spice-head, the Hot Habanero is the one you’re looking for. It uses organic red ripened jalapeños as a base but brings in the habanero heat. The Sweet Jalapeño is the crowd-pleaser. Brooklyn has even gone on record suggesting people put the sweet version on vanilla ice cream.
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Yeah, you read 그 right. Ice cream.
What’s actually inside the bottle?
A big selling point for Brooklyn Beckham hot sauce is what is not in it. There are no gums, no stabilizers, and no seed oils. If you look at the back of a standard supermarket bottle, you’ll often see things like xanthan gum to keep the texture thick. Cloud 23 skips that.
- Organic Red Ripened Jalapeños: The foundation for both sauces.
- California Citrus: To give it that bright, acidic pop.
- Sel Gris: A fancy French sea salt that adds a bit of mineral depth.
- Organic Brown Sugar: Just enough to balance the habanero's bite in the sweet version.
It’s a "clean label" product. That matters to a certain type of shopper—the one who spends twenty minutes reading ingredients in the aisle.
The Whole Foods Factor
You can't just find this everywhere. Brooklyn went for exclusivity right out of the gate. In the UK, it launched at Whole Foods Market, and in the US, it followed a similar path. It’s also available on their website, c23.com.
The price? It’s about £15 (or around $15 to $18 depending on the retailer) per bottle.
That is expensive. Most people are used to paying five bucks for a bottle of sauce. Brooklyn knows this. He told Delish that he felt there was a "hole in the market" for luxury condiments that were still somewhat accessible. Whether $15 for a condiment is "accessible" is definitely up for debate, but for the Whole Foods crowd, it’s a standard Tuesday purchase.
Launching with the Fam
The launch wasn't a quiet affair. It was a full-blown Beckham event. David and Victoria were all over Instagram showing off the displays. Even Sean Evans, the legend from Hot Ones, showed up to the LA launch party at Bar Marmont. When the king of hot sauce himself shows up, people tend to take the product a bit more seriously.
David Beckham even called it his "new favorite," which, okay, he's the dad. He has to say that. But the buzz was real.
The Reality: Is it Actually Good?
The reviews are... interesting.
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On Reddit and in various "taste test" videos, the consensus is surprisingly decent. People generally agree that the Sweet Jalapeño is the winner. It has a balance that works on everything from tacos to, apparently, pizza. The Hot Habanero gets points for being genuinely spicy, though some critics say it lacks the complex "funk" or depth of some fermented craft sauces.
It’s a "fresh" sauce. It tastes bright.
One thing people keep mentioning is the bottle design. It’s heavy. It feels premium. In a world where everyone wants their kitchen counter to look like a Pinterest board, this sauce fits the aesthetic. It’s very much a "lifestyle" product.
What Most People Get Wrong About the Brand
There’s a misconception that this is just a hobby. Brooklyn has stated he wants to build a "condiment empire" over the next five years. He’s already talked about adding spicy mayo and hot honey to the lineup. He’s also mentioned wanting to open a grilled cheese restaurant.
He’s leaning into the "nepo baby" criticism by simply working through it. He’s acknowledged that he didn't know what he was doing a few years ago, but he’s trying to "prove them wrong" now.
Actionable Takeaways for Hot Sauce Fans
If you're thinking about grabbing a bottle, here is how to actually use it without wasting fifteen bucks:
- Don't cook with it: This is a finishing sauce. The ingredients are organic and fresh; if you boil it into a stew, you lose the brightness of the California citrus.
- Try the "Sweet & Spicy" combo: Many people are buying the two-pack. If you mix a bit of the Sweet Jalapeño into a margarita, it’s a game changer.
- Check your local Whole Foods first: Shipping for a single bottle online can be pricey. It’s better to grab it during your weekly shop if you’re near a luxury grocer.
- The "Ice Cream" test: If you’re feeling brave, try a tiny drop of the Sweet Jalapeño on high-quality vanilla bean ice cream. The salt and heat against the cold cream is a legitimate culinary "thing," even if it sounds chaotic.
Ultimately, Brooklyn Beckham hot sauce represents a shift in how we buy pantry staples. It’s no longer just about the heat; it’s about the branding, the organic certification, and, yeah, the guy whose name is on the bottle. Whether Cloud 23 becomes a permanent fixture in kitchens or a flash in the pan remains to be seen, but for now, it's definitely the most talked-about bottle in the spice aisle.