A reduction is also possible, because currently it's profiting from word of mouth marketing which is increased by the psychological effect of it being a "secret

A reduction is also possible, because currently it's profiting from word of mouth marketing which is increased by the psychological effect of it being a "secret tip that few know". I don't think marketing budgets will significantly improve sales on saturated markets like sauces. Especially if it's currently an unknown producer. That's probably going to change once their name is established however.