Tapatio Heats Up with New Licensees



Brand Central has expanded the hot sauce brand into new food categories, apparel and more.

NORTH AMERICA—Brand Central has signed on a slate of licensees to expand the hot sauce brand Tapatio.

New partners for the brand include New Castle Beverage for Micheladas Antojitos, United Exchange Corporation for ramen noodles, Scott’s Brother’s Dairy for sour cream and dips, King Oscar for canned sardines, StarKist for tuna, Big’s for sunflower seeds, Fasttrak for popcorn and duros, Trau & Loevner for fashion apparel, Bentex for t-shirts and NHS for grip tape and skateboard krux trucks.

“Tapatio’s unique, beloved flavor is on-trend as consumers and retailers seek spicier, flavorful foods. The demand we are seeing from retailers ranging from Walmart to 7-Eleven to Heb has been tremendous,” says Ross Misher, chief executive officer, Brand Central. “It’s one of those rare brands that has strong appeal with Hispanic consumers seeking authentic flavor but crosses over to all consumers, especially Millennials.”

In addition to the new product slate, Brand Central will continue to pursue new licensing opportunities in categories including fresh and frozen meals, condiments, beverages, dry seasoning, dairy, lifestyle merchandise and more.