We think the spice aisle has gotten a little too comfortable.

Efficiency and scale matter, but they should not come at the expense of flavor, quality, or transparency. Too often, spices are treated like commodities instead of ingredients that can actually make food better. We think there is room to raise the bar.

NoBull Spice was created to make unique, high quality spices for people who care about what they eat. Crushed red pepper is a perfect example of why. I had used it for years before I finally stopped and asked a pretty obvious question: what peppers are actually in crushed red pepper?

Turns out, there is not a great answer. Traditional crushed red pepper is generic by design. The broad name allows manufacturers to use different red chiles depending on cost and availability without changing the product name. You are not told which peppers are inside, what they taste like, or how hot they are. With hundreds of incredible chili peppers in the world, we thought crushed pepper deserved more than whatever happened to be cheapest peppers at the time.

So we started doing it differently. NoBull crushed pepper blends are built with specific peppers chosen for the flavor and heat they bring. We name the peppers, tell you what they taste like, and tell you how hot the blend is. No mystery peppers. No generic blends. No BS.

We’re a small business based in Central Texas, and we believe quality food deserves quality spices.

Thanks for giving us a shot.


Nicholas Billig
Founder, NoBull Spice Co.