Tapatio Foods has signed Brand Central as its licensing agent to develop a food and beverage licensing program for its hot sauce brand.

“Tapatio is an iconic brand, and their distinct flavor translates well beyond hot sauce into so many other foods," says Ross Misher, chief executive officer, Brand Central. "Consumers love their Tapatio on a variety of foods which makes the brand ideal for brand extensions. Tapatio’s partnership with Frito Lay for a range of salty snacks has proven to be an enormous success, and we intend to build on it into new strategic categories.”

Brand Central will initially target specific food and beverage categories for Tapatio partnerships including collaborations with top consumer packaged goods companies and fully branded food extension opportunities.

“We chose Brand Central to help us scale our licensing business in the food and beverage categories for their passion, expertise and relationships with top CPG companies," says Luis Saavedra, vice president of marketing, Tapatio Foods. "We are excited to be partnering with them on this important initiative.”