Mustard brand La Maison Maille has tapped into the demand for more premium offerings by selling a $100 hot dog through its touring gourmet food bus.
It will unveil the Haute-Dog, topped with a fresh black truffle-infused French mustard, at Sydney's Taste Festival tomorrow, marking the beginning of a year-long culinary tour across Australia.
For their $100, customers will be also be given premium mustard fresh from the pump, poured into an earthenware pot and sealed with a cork stopper.
Mustard sommelier Harry D Lalousis told Food & Drink Business that Maille had a patent for a processing method which cuts, rather than flavours, the mustard seed.
“The seed is soaked in white wine from the region of Dijon,” he said.
“After that, we take out the shell, as it's too bitter, then add salt, and turn it into mustard.
“You do get sulphates as they are naturally occurring from the wine, but that's it.
“It's a very simple yet delicious product.”
The Maille brand was given a premium boost when it opened two pop-op shops, one in Mount Eliza, Melbourne and one in Mosman, Sydney in 2014.
“We did this because we have this boutique product – as opposed to the mainstream product in the supermarkets – that's based on special recipes that have been around for 270 years,” Lalousis said.
“We're evolving as a nation of foodies.
“At the supermarket shelf, consumers now know how to select a good mustard.”
