Condiments like Tabasco, Sriracha and others on Facebook

Comparison of

Condiment Brands on Facebook Jul 01, 2015 – Sep 30, 2015

Top Condiment Brands on Facebook

In this report we looked at the top condiment brands such as Heinz, Tabasco and others.

Read on to find out how their social media performance stacked up against the

competition.

Key Findings

• Among the top 12 brands Tabasco was engaging best with their Fans.

• With a growth rate of 1.9%, Hellmann's enjoyed the highest Fan Growth Rate.

• Among the top 12 brands, on an average, 11% of content posted was “brand related”

• 1,690 new Posts were written across these 12 ‘brand walls’. That’s an average of 1.5 Posts per day - per wall!

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Fans

Among the top Condiment brands, Hellmann's had the largest fan base of 5,554,442 and also showed the highest fan growth of 1.91%.

Competitors

-1.00%

-0.50%

0.00%

0.50%

1.00%

1.50%

2.00%

2.50%

0K 1,000K 2,000K 3,000K 4,000K 5,000K 6,000K

Gro

wth

%

Number of Fans

Cholula Hot Sauce French's Tabasco(US) Miracle Whip

Heinz Ketchup Frank's RedHot HeinzKetchupUK Hellmann's

Fans - Geography

Competitors

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

France United States Countries < 2% Argentina Spain

Poland Brazil Other Countries Germany United Kingdom

Conversations

Tabasco(US) had the highest PTAT of 0.48% as a percentage of its average number of Fans during this time period.

Competitors

0.0%

0.1%

0.2%

0.3%

0.4%

0.5%

0.6%

0K 1,000K 2,000K 3,000K 4,000K 5,000K 6,000K

Pe

op

le t

alk

ing

ab

ou

t (a

s %

of

Fa

ns)

Average Number of Fans

French's Cholula Hot Sauce Tabasco(US) Miracle WhipHeinz Ketchup Frank's RedHot Hellmann's A1 Steak SauceHeinzKetchupUK Grey Poupon Hunt's Huy Fong Foods, Inc.

Engagement - Posts

Tabasco(US) published the most number of posts (39) and had the highest average engagement, with a score of 616.

Competitors

0 5 10 15 20 25 30 35 40 45

0 100 200 300 400 500 600 700

Cholula Hot Sauce

French's

Tabasco(US)

Miracle Whip

Heinz Ketchup

Frank's RedHot

HeinzKetchupUK

Hellmann's

A1 Steak Sauce

Grey Poupon

Hunt's

Huy Fong Foods, Inc.

Number of Posts

Engagement Score

Engagement Score Number of Posts

Engagement Breakdown

0 5000 10000 15000 20000 25000 30000 35000 40000 45000 50000

French's

Cholula Hot Sauce

Tabasco(US)

Miracle Whip

Heinz Ketchup

Frank's RedHot

A1 Steak Sauce

Hellmann's

HeinzKetchupUK

Grey Poupon

Hunt's


Likes Comments Shares

Tabasco(US) received the most number of Likes (47,609), got the most number of Comments (25,546) and had the most number of Shares (6,561).

Competitors

Most Engaging Brand Posts

Competitors

Tabasco(US)

Mon, Aug 10 at 11:00 AM EDT

Grill Like a Pro! Kabobs are a cookout classic that everyone loves. Use TABASCO® Sauce to marinate m

..

Engagement Score

Likes Comments Shares Sentiment

1,000

15,717

5,345

1,709

Positive

Tabasco(US)


Grill Like a Pro! No cookout menu is complete without delicious sides like coleslaw and potato salad ..

Tabasco(US)

Mon, Jul 6 at 11:00 AM EDT

Win a grill! Watch Chef Kevin Gillespie make slow-cooked ribs on a Big Green Egg® with our Chipotle ..

Engagement Score


1,000

14,247

6,038

1,424

Positive

Engagement Score


963

1,729

3,082

410

Positive

http://www.facebook.com/95093993767/posts/10153223678028768







Competitors

Tabasco(US)


Win a grill! Watch Chef Jesse Perez give Kim some tips on how to make Mexican-style grilled hanger s ..

Engagement Score


945

1,570

2,722

356

Positive

Tabasco(US)


Grill Like a Pro! Dips are crowd pleasers at any BBQ – and they’re even tastier when seasoned with T ..

Tabasco(US)


Win a grill! Watch Chef Jesse Perez prepare a spicy-sweet shrimp marinade with lime juice, Original ..

Engagement Score


943

1,337

3,051

193

Positive

Engagement Score


939

1,570

2,274

506

Positive







Fan Posts

0 50 100 150 200 250 300 350 400 450

Cholula Hot Sauce

French's

Tabasco(US)

Miracle Whip

Heinz Ketchup

Frank's RedHot

HeinzKetchupUK

Hellmann's

A1 Steak Sauce

Grey Poupon

Hunt's


Number of Fan Posts

Tabasco(US)'s Facebook Page saw the highest number of Fan posts (418).

Competitors

Sentiment Analysis

Cholula Hot Sauce received the highest percentage of Positive Sentiment (50.00%).

Competitors

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Cholula Hot Sauce

French's

Tabasco(US)

Miracle Whip

Frank's RedHot

HeinzKetchupUK

Hellmann's

A1 Steak Sauce

Grey Poupon

Hunt's


Negative Neutral Positive

Brand Responses

HeinzKetchupUK responded to the highest percentage of Fan posts (74.19%).

Competitors

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

0 5000 10000 15000 20000 25000

% o

f F

an

Po

sts

Bra

nd

Re

spo

nd

ed

to

Average Response Time (mins)

Cholula Hot Sauce French's Tabasco(US) Miracle WhipFrank's RedHot HeinzKetchupUK Hellmann's A1 Steak SauceGrey Poupon Hunt's Huy Fong Foods, Inc.

Share Of Voice – Volume of Posts

Heinz Ketchup published the most with 39 posts, among the top Condiments brands

Competitors

13%

0%

0%

9%

5%

14%

0% 0%

21%

21%

8%

9%

Huy Fong Foods, Inc. Grey Poupon A1 Steak Sauce HeinzKetchupUK

French's Cholula Hot Sauce Miracle Whip Hellmann's

Share Of Voice – Likes

Tabasco(US) received the largest volume of Likes (47,609), among the top Condiments brands

Competitors

5%

0% 0%

9%

0% 1%

0%

0%

36%

48%

1% 0%



Share Of Voice – Comments

Tabasco(US) received the largest volume of Comments (25,546), among the top Condiment brands

Competitors

1% 0%

0%

9%

0% 1%

0% 0%

6%

83%

0% 0%



Share Of Voice – Shares

Tabasco(US) received the largest volume of Shares (6,561), among the top Condiments brands

Competitors

6%

0% 0%

4%

1%

1%

0%

0%

21%

63%

2%

2%



Campaign Comparison

0 1 2 3 4 5 6 7 8 9

0 100 200 300 400 500 600 700 800

#FrenchsTwangyBBQ(Fre

nch's)

#Proudofit (Miracle

Whip)

HEINZ® KETCHUP

BASEBALL PROCAMP

NATIONAL…

#BringOutTheBest(Hellm

ann's)

Number of Posts

Engagement Score


During this time period, Miracle Whip’s #Proudofit was the most engaging campaign

Competitors

Analysis of Heinz Ketchup Facebook Page

Jul 01, 2015 - Sep 30, 2015

Brand Overview

Heinz Ketchup

Fans 1,120,815

New Fans 3,333

Fan Growth .30%

Country United States

Heinz Ketchup has 3,333 new Likes and an audience base of 1,120,815

Heinz Ketchup

Brand Overview

Posts

Brand User

Engagement Score 220 Total Fan Posts 0

Total Posts 39 Brand Response Rate 0%

Total Likes 35,426 Average Reply Time 0 sec

Total Comments 1,885

General Sentiment NO User Post For

TimePeriod

Total Shares 2,215

Heinz Ketchup had 39 new Posts, and their most recent campaign is HEINZ® KETCHUP BASEBALL PROCAMP NATIONAL SWEEPSTAKES.

Content & Campaigns Most Engaging Content Type Question to fans Most Engaging Campaign #SrirachaKetchup

Least Engaging Content Type Photos Most Prolific Content Type Recipes/Product

Updates

Heinz Ketchup

Fan Growth

1,115,000

1,116,000

1,117,000

1,118,000

1,119,000

1,120,000

1,121,000

1,122,000

1,123,000

Heinz Ketchup had a growth rate of 0.30% between Jun 30, 2015 and Sep 30, 2015.

Total Fans 1,120,815

New Fans 3,333

Heinz Ketchup

Engagement

0

100

200

300

400

500

600

700

800

900

1-Jul 8-Jul 15-Jul 22-Jul 29-Jul 5-Aug 12-Aug 19-Aug 26-Aug 2-Sep 9-Sep 16-Sep 23-Sep 30-Sep

Heinz Ketchup had an engagement of 220 and the highest engagement was 802.

Heinz Ketchup

0

1

2 Heinz Ketchup posted a total of 39 Posts

between Jul 01, 2015 and Sep 30, 2015.

Brand Posts

Top keywords used in the Posts

Frequency

Heinz Ketchup 6

Heinz 5

Ketchup 5

www.heinzketchup.com/LLsweeps

4

Purc 4

Heinz Ketchup

51%

49%

Brand Participation Brand Non Participation

74%

9%

17%

Posititve Negative Neutral

Brand Posts - Engagement

Heinz Ketchup responded to 20 conversations generated by the 39 Posts they published.

Heinz Ketchup receives more positive than negative vibes from comments on their Posts.

Brand Responses Sentiment on Brand Posts

Heinz Ketchup


Heinz Ketchup

Tue, Sep 29 at 11:50 AM EDT

Oh look, a basket of Ketchup with fries underneath.

Engagement Score


802

5,143

285

461

Positive

Mon, Jul 13 at 5:00 PM EDT

Heinz Ketchup, a fry’s best friend. #NationalFrenchFryDay

Thu, Sep 24 at 11:00 AM EDT

Ketchup on eggs: morning glory or breakfast blasphemy?

Engagement Score


779

5,808

99

412

Positive

Engagement Score


640

1,819

812

119

Positive







0 5 10 15 20 25 30 35

0 50 100 150 200 250 300

Photos

Links

Plain Text

Videos

Polls

Number of Posts

Engagement Score


0 2 4 6 8 10

0 100 200 300 400

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score


Brand Posts - Analysis

Most of Heinz Ketchup posts were Photos, and posts with Photos received the highest engagement.

Most of Heinz Ketchup posts were published on Tuesday and posts on Tuesday received the highest engagement.

Brand Post Types

Days of the Week

Heinz Ketchup

Content Intel

0 1 2 3 4 5 6 7 8

0 50 100 150 200 250 300 350 400 450

Brand News

Others

Event

Engagement-oriented posts

Corporate Social Responsibility

Ad Campaigns

Photos

Special Offer

Fan-specific content

Recipes/Product Updates

Contest

Question to fans

Festival/Greetings

Facebook App

Number of Posts

Engagement Score


Most of Heinz Ketchup posts were around 'Recipes/Product Updates', and posts around 'Question to fans' received the highest engagement.

Heinz Ketchup

0 1 2 3 4 5 6 7

0 50 100 150 200 250 300

On Social Media

On Sports

Others

Entertainment

Question to fans

Festival/Greetings

Current Affairs

Number of Posts

Engagement Score


Content Intel

In Heinz Ketchup Posts about General Happenings, the category Festival/Greetings received the highest engagement.

About General Happenings

Heinz Ketchup

0 1 2 3 4

0 50 100 150

HEINZ® KETCHUP

BASEBALL…

#HeinzHacks

#Grillingseason

Number of Posts

Engagement Score


0 2 4

0 200 400

HEINZ® KETCHUP BASEBALL

PROCAMP NATIONAL…

#HeinzHacks

#Grillingseason

Number of Posts

Engagement Score


Campaign Intel – 3 most recent campaigns

Between Jul 01, 2015 and Sep 30, 2015, HEINZ® KETCHUP BASEBALL PROCAMP NATIONAL SWEEPSTAKES was the most engaging campaign run by Heinz Ketchup.

Overall, #Grillingseason engaged the best out of the recent 3 campaigns run by Heinz Ketchup.

Jul 01, 2015 - Sep 30, 2015 Entire Campaign

Heinz Ketchup

Analysis of Tabasco Facebook Page

Jul 01, 2015 - Sep 30, 2015

Brand Overview

Tabasco

Fans 1,029,486

New Fans 1,698

Fan Growth .17%


Tabasco has 1,698 new Likes and an audience base of 1,029,486 fans

Tabasco

Brand Overview

Posts

Brand User


Total Posts 39 Brand Response Rate 0.00%


Total Comments 25,546 General Sentiment Neutral

Total Shares 6,561

Tabasco had 39 new Posts.

Tabasco

Fan Growth

1,024,000

1,025,000

1,026,000

1,027,000

1,028,000

1,029,000

1,030,000

1,031,000

Tabasco had a growth rate of 0.17% between Jun 30, 2015 and Sep 30, 2015.


New Fans 1,698

Tabasco

Engagement

0

200

400

600

800

1,000

1,200


Tabasco had an engagement of 616 and the highest engagement was 1000.

Tabasco

0

1

2

3

4 Tabasco posted a total of 39 Posts between

Jul 01, 2015 and Sep 30, 2015.

Brand Posts


Frequency

TABASCO 21

recipe 17

Sauce 13

Chipotle Sauce 9

Big Green Egg 8

Tabasco

0%

100%


89%

0% 11%



Tabasco responded to 0 conversations generated by the 39 Posts they published.

Tabasco receives more positive than negative vibes from comments on their Posts.


Tabasco


Tabasco


Grill Like a Pro! Kabobs are a cookout classic that everyone loves. Use TABASCO® Sauce to marinate m

..

Engagement Score


1,000

15,717

5,345

1,709

Positive


Grill Like a Pro! No cookout menu is complete without delicious sides like coleslaw and potato salad ..


Win a grill! Watch Chef Kevin Gillespie make slow-cooked ribs on a Big Green Egg® with our Chipotle ..

Engagement Score


1,000

14,247

6,038

1,424

Positive

Engagement Score


963

1,729

3,082

410

Positive







0 5 10 15 20 25 30 35

0 200 400 600 800 1,000

Photos

Plain Text

Links

Videos

Polls

Number of Posts

Engagement Score


0 5 10 15

0 500 1,000 1,500

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score



Most of Tabasco posts were Photos, and posts with Videos received the highest engagement.

Most of Tabasco posts were published on Friday and posts on Monday received the highest engagement.

Brand Post Types

Days of the Week

Tabasco

0

10

20

30

40

50

60

1-Jul 8-Jul 15-Jul 22-Jul 29-Jul 5-

Aug

12-

Aug

19-

Aug

26-

Aug

2-Sep 9-Sep 16-

Sep

23-

Sep

30-

Sep

Positive Neutral Negative Users posted a total of 418 Posts between

Jul 01, 2015 and Sep 30, 2015 on Tabasco's

wall.

User Posts


Frequency

Tabasco 221

table 38

food 30

Big Green Egg 29

Tabasco-honey sauce 23

Tabasco

Analysis of Huy Fong Foods, Inc. Facebook Page

Jul 01, 2015 - Sep 30, 2015

Brand Overview


Fans 241,959

New Fans -822

Fan Growth -.34%


Huy Fong Foods, Inc. has -822 new Likes and an audience base of 241,959 fans.


Brand Overview

Posts

Brand User




Total Comments 272 General Sentiment Neutral

Total Shares 619

Huy Fong Foods, Inc. had 24 new Posts.


Fan Growth

241,400

241,600

241,800

242,000

242,200

242,400

242,600

242,800

243,000

Huy Fong Foods, Inc. had a growth rate of -0.34% between Jun 30, 2015 and Sep 30, 2015.

Total Fans 241,959

New Fans -822


Engagement

0

100

200

300

400

500

600

700

800

900

1,000


Huy Fong Foods, Inc. had an engagement of 222 and the highest engagement was 881.


0

1

2 Huy Fong Foods, Inc. posted a total of 24

Posts between Jul 01, 2015 and Sep 30,

2015.

Brand Posts


Frequency

Huy Fong Foods 4

Sriracha 3

Underwood Family Farms

2

corner 2

http://www.signupgenius.com/go/20f

0b4eaa 2




Thu, Jul 2 at 5:08 PM EDT

The amount of love we get from our fans is simply amazing. Keep ’em coming!! #sRIRACHANATION

#sRIRAC ..

Engagement Score


881

1,417

37

273

Uncategori

zed

Thu, Jul 30 at 12:47 PM EDT

A word from David Tran... #AWESOMESAUCE

Fri, Jul 17 at 11:13 AM EDT

"Burgers on the grill will never be the same again..."

Engagement Score


604

509

36

119

Uncategori

zed

Engagement Score


341

224

27

49

Uncategori

zed







0 2 4 6 8 10 12

0 50 100 150 200 250 300

Photos

Links

Videos

Plain Text

Polls

Number of Posts

Engagement Score


0 2 4 6 8 10

0 100 200 300 400 500

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score



Most of Huy Fong Foods, Inc. posts were Links, and posts with Links received the highest engagement.

Most of Huy Fong Foods, Inc. posts were published on Tuesday and posts on Friday received the highest engagement.

Brand Post Types

Days of the Week


0

1

2

3

4

5

6


Aug

12-

Aug

19-

Aug

26-

Aug

2-Sep 9-Sep 16-

Sep

23-

Sep

30-

Sep


Jul 01, 2015 and Sep 30, 2015 on Huy Fong

Foods, Inc.'s wall.

User Posts


Frequency

Huy Fong Foods 16

Inc 16

post 15

Sriracha 6

David Tran 2


Analysis of Hunt's Facebook Page

Jul 01, 2015 - Sep 30, 2015

Brand Overview

Hunt's

Fans 85,754

New Fans 1,125

Fan Growth 1.33%


Hunt's has 1,125 new Likes and an audience base of 85,754 fans.

Hunt's

Brand Overview

Posts

Brand User



Total Likes 416 Average Reply Time 8 hrs, 44 mins


Total Shares 163

Hunt's had 16 new Posts.

Hunt's

Fan Growth

84,000

84,200

84,400

84,600

84,800

85,000

85,200

85,400

85,600

85,800

86,000

Hunt's had a growth rate of 1.33% between Jun 30, 2015 and Sep 30, 2015.

Total Fans 85,754

New Fans 1,125

Hunt's

Engagement

0

50

100

150

200

250

300

350

400

450


Hunt's had an engagement of 145 and the highest engagement was 388.

Hunt's

0

1

2 Hunt's posted a total of 16 Posts between

Jul 01, 2015 and Sep 30, 2015.

Brand Posts


Frequency

Recipe 8

Pin 6

summer dish 1

recipe 1

Pinterest board 1

Hunt's

25%

75%


79%

0%

21%



Hunt's responded to 4 conversations generated by the 16 Posts they published.

Hunt's receives more positive than negative vibes from comments on their Posts.


Hunt's


Hunt's

Thu, Sep 17 at 11:00 AM EDT

These North Carolina-inspired Barbacoa Loaded Sweet Potato Fries by Chef Billy Parisi are the perfec ..

Engagement Score


388

58

3

36

Positive

Thu, Sep 10 at 2:45 PM EDT

Kick off football season with our Touchdown Mini Meatloaves!

Recipe: http://bit.ly/1pP6Npm

Pin it: ..

Wed, Jul 29 at 12:30 PM EDT

Ditch the oven for National Lasagna Day! Keep things cool with our Slow Cooker Mushroom Spinach Lasa ..

Engagement Score


268

35

2

23

Positive

Engagement Score


202

33

3

15

Positive







0 5 10 15 20

0 50 100 150 200

Photos

Links

Plain Text

Videos

Polls

Number of Posts

Engagement Score


0 1 2 3 4 5

0 50 100 150 200 250

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score



Most of Hunt's posts were Photos, and posts with Photos received the highest engagement.

Most of Hunt's posts were published on Thursday and posts on Wednesday received the highest engagement.

Brand Post Types

Days of the Week

Hunt's

0

1

2

3

4

5


Aug

12-

Aug

19-

Aug

26-

Aug

2-Sep 9-Sep 16-

Sep

23-

Sep

30-

Sep


Jul 01, 2015 and Sep 30, 2015 on Hunt's's

wall.

User Posts


Frequency

Hunt 18

sauce 6

cans 5

Ketchup 4

Hunts Diced tomatoes 3

Hunt's

64%

36%


24%

4%

72%


User Posts - Engagement

Hunt's responded to 34 conversations generated by the 53 Posts fans published.

Hunt's appears to participate more when Fan conversations have greater positive vibes than negative.

Brand Responses Sentiment of User Posts

Hunt's

Analysis of Frank's RedHot Facebook Page

Jul 01, 2015 - Sep 30, 2015

Brand Overview

Frank's RedHot

Fans 1,110,943

New Fans -3,862

Fan Growth -.35%


Frank's RedHot has an audience base of 1,110,943

Frank's RedHot

Brand Overview

Posts

Brand User



Total Likes 1,224 Average Reply Time 1 day, 1 hr, 6 mins


Total Shares 193

Frank's RedHot had 14 new Posts.

Frank's RedHot

Fan Growth

1,108,000

1,109,000

1,110,000

1,111,000

1,112,000

1,113,000

1,114,000

1,115,000

1,116,000

Frank's RedHot had a growth rate of -0.35% between Jun 30, 2015 and Sep 30, 2015.


New Fans -3,862

Frank's RedHot

Engagement

0

10

20

30

40

50

60

70

80

90

100


Frank's RedHot had an engagement of 36 and the highest engagement was 93.

Frank's RedHot

0

1

2 Frank's RedHot posted a total of 14 Posts

between Jul 01, 2015 and Sep 30, 2015.

Brand Posts


Frequency

iptsoe 10

FranksRedHot 6

everything 2

contest 2

Frank’s RedHot 2

Frank's RedHot

21%

79%


62%

0%

38%



Frank's RedHot responded to 3 conversations generated by the 14 Posts they published.

Frank's RedHot receives more positive than negative vibes from comments on their Posts.


Frank's RedHot


Frank's RedHot

Fri, Aug 7 at 3:59 PM EDT

I put that $#!t on everything. #WorldsShortestResume #iptsoe Official rules

http://bit.ly/1SUfvoD #c ..

Engagement Score


93

183

11

43

Positive

Sat, Aug 22 at 10:00 AM EDT

Friend: Why are you using a spatula?

You: Go home.

#iptsoe

Sat, Jul 18 at 10:00 AM EDT

Frank’s RedHot + ???? = #iptsoe

Engagement Score


66

97

10

32

Neutral

Engagement Score


63

195

19

16

Positive







0 2 4 6 8 10

0 10 20 30 40 50

Photos

Videos

Plain Text

Links

Polls

Number of Posts

Engagement Score


0 2 4 6

0 20 40 60

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Number of Posts

Engagement Score



Most of Frank's RedHot posts were Photos, and posts with Videos received the highest engagement.

Most of Frank's RedHot posts were published on Saturday and posts on Saturday received the highest engagement.

Brand Post Types

Days of the Week

Frank's RedHot

0

5

10

15

20

25

30

35

40

45


Aug

12-

Aug

19-

Aug

26-

Aug

2-Sep 9-Sep 16-

Sep

23-

Sep

30-

Sep


Jul 01, 2015 and Sep 30, 2015 on Frank's

RedHot's wall.

User Posts


Frequency

Frank 263

RedHot 150

Franks Red Hot 78

everything 74

RedHot sauce 38

Frank's RedHot

22%

78%


30%

2% 68%


User Posts - Engagement

Frank's RedHot responded to 81 conversations generated by the 376 Posts fans published.

Frank's RedHot appears to participate more when Fan conversations have greater positive vibes than negative.

Brand Responses Sentiment of User Posts

Frank's RedHot

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Condiments like Tabasco, Sriracha and others on Facebook

Food

Transcript of Condiments like Tabasco, Sriracha and others on Facebook