DALLAS, Oct. 18, 2017 /PRNewswire/ -- Truco
Enterprises, maker of On The Border® retail
products, has formed a strategic partnership with TAJÍN,
creator of the leading seasoning in produce across the U.S. and
Mexico, to launch a new line of
flavored tortilla chips. On The Border's Taste of Tajín will
hit retailer shelves in early 2018. The new product will be
featured in the Cool New Products showcase at the 2017 National
Association of Convenience Stores (NACS) show, taking place
October 17-20 in Chicago.
The chili lime flavored chip segment is growing at approximately
thirty percent with sales topping $259
million, according to IRI data for multi-outlet retail for
the 52-week period ending on August 6,
2017. "The exclusive partnership with TAJÍN gives us a
tremendous opportunity to provide a unique twist on this flavor
segment for tortilla chips. TAJÍN has set the bar for superior
growth and performance in the seasoning market, and when we were
looking for our next flavor innovation, we knew that partnering
with TAJÍN would be a win for our consumers, our customers and both
brands," said Mel Deane, CEO of
Truco Enterprises.
"On The Border has experienced tremendous growth in the tortilla
chip category and has the highest velocity unflavored tortilla chip
brand in stores today. After seeing their recent expansion into the
flavored chip segment, we knew the partnership opportunity in the
chili lime flavored chip segment would be a natural extension for
TAJÍN," said Aldo Fernandez, CEO of
TAJÍN.
TAJÍN's proprietary seasoning is made using a blend of mild
chili peppers, sea salt and dehydrated lime juice. While this is
the first collaboration between the brands, there are plans for
further innovation as Truco continues to expand its product line in
the flavored tortilla chip category.
The NACS Show will take place October
17-20, 2017 at McCormick Place located at 2301 South King
Drive, Chicago, Illinois. Truco
Enterprises' On The Border will be exhibiting at booth
#1227.
For more information on the show, please visit
www.nacsonline.com.
About Truco Enterprises
Founded in Dallas, TX in 1991, Truco is a leading
developer and marketer of tortilla chips, salsa and queso under the
On The Border® brand. The Company's products are
sold nationally through grocery retailers, club stores and mass
merchandisers and also launched in the convenience channel in 2017.
Truco Enterprises is the exclusive licensee of the On The
Border brand at retail. For more information please visit
www.ontheborderproducts.com. Truco Enterprises is a portfolio
company of Insignia Capital Group.
About TAJÍN
TAJÍN is a privately held company
established in Mexico since 1985.
Its subsidiary office, TAJÍN International was incorporated in
the United States in 1993. The
leading fruit seasoning in Mexico
and the U.S., TAJÍN is a well-balanced blend of mild chili peppers,
sea salt and dehydrated lime. Its unique flavor transforms the
taste of fruits and vegetables from ordinary to extraordinary. It
is also a great addition to meats and beverages. TAJÍN is produced
in Zapopán, Mexico from world
class chilies bought from farmers in the region and then exported
to the US as a packaged and branded product, approved by the FDA,
to be sold at wholesale and retail. TAJÍN is sold at more than
16,000 points of sale in the U.S. For more information, please
visit www.tajin.com.
About Insignia Capital Group
Insignia Capital Group is
a San Francisco Bay Area private
equity firm focused on lower middle-market companies.
Insignia partners with company founders and management teams to
help drive growth and achieve true business potential. The firm's
principals have significant experience building businesses across a
range of industries including consumer, business services, and
healthcare. In addition to Truco Enterprises, Insignia's portfolio
companies also include Century Snacks, a provider of branded and
private label snack nuts, trail mixes and similar snacks, and
Tillamook Country Smoker, a provider of jerky, meat sticks and
other meat snack products. For more information, please visit
www.insigniacap.com.
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SOURCE Truco Enterprises