New Pack Attack Hot Sauce Hits Reno Shelves
The student-developed product supports university athletics and is now available at local Save Mart and Raley's stores.
Updated on Oct. 28, 2026 in Healthy Food
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University of Nevada, Reno marketing students and Truckee Hot Sauce launched a collaborative product in July 2026 called the Pack Attack. The habanero and red bell pepper sauce is now available at several local retailers, with a portion of sales benefiting the university athletics department.
Why it matters
The project offers students practical business experience while creating a new, permanent source of support for local collegiate athletics. It highlights the deepening ties between Reno's academic community and regional food producers.
Approximately 70 students participated in the collaboration, which resulted in a permanent product now sold at retailers in Reno and Carson City. The specific percentage of revenue generated for athletics remains undisclosed.
The players
University of Nevada, Reno
The local university whose marketing students partnered with the manufacturer to develop the product.
Truckee Hot Sauce
The sauce manufacturer that collaborated with students to create and distribute the Pack Attack brand.
The details
Marketing students at the University of Nevada, Reno managed the product launch by sampling sauces, selecting the final heat level via vote, and producing social media content. The resulting Pack Attack sauce is currently stocked at Save Mart, Raley's, Silver and Blue Outfitters, Wolf Pack Meats, and Home Means Nevada. Truckee Hot Sauce has confirmed that the item will remain a permanent fixture in its product lineup.
Timeline
The partnership between the company and university officially launched in July 2026.
Promotional activities are scheduled for the November 6, 2026 football game against New Mexico.
The Truckee Meadows View
This collaboration builds upon the university's established athletics licensing model by moving student involvement from the sidelines into direct product design. It mirrors a broader regional trend of aligning local tech and food startups with Wolf Pack branding to boost local visibility.
Local shoppers can now find the Pack Attack sauce on the shelves at Save Mart and Raley's locations throughout Reno and Carson City. By purchasing the product, residents are contributing a portion of their spending directly to the university athletics department.
The takeaway
This partnership demonstrates how student-led marketing projects can successfully translate into permanent, locally sourced retail products. Keep an eye out for the Pack Attack sauce during the upcoming game day festivities on November 6.
What happens next
Truckee Hot Sauce will hold promotional events at the November 6, 2026, Nevada Wolf Pack football game against New Mexico.
Further reading
For more on how local businesses and the university connect, visit the Reno Healthy Food section.
More information
Visit the company website for product purchase to learn more about the product or to place an online order.
Source note: This article includes information reported by Sierra Sun.
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