Tapatio Spices up Licensing Program

U.S.-based hot sauce will continue its licensing initiatives with new food, spirits, merchandise and more.

Hot sauce brand Tapatio has tapped Brand Central to continue to develop its brand by launching into new product categories.

In addition to establishing new licenses, Brand Central will continue to drive growth for the brand and is actively pursuing partnerships in fresh and frozen meals, spirits, condiments, merchandise and more.

“We are thrilled with the success our brand is enjoying in a variety of product categories beyond hot sauce,” says Luis Saavedra, managing director, Tapatio. “Brand Central is helping us build a wide scale consumer products program from lifestyle products to food and beverage, which is providing the great taste of Tapatio on a variety of consumer’s favorite products.”

Current food partnerships for the brand include Frito-Lay Tapatio-flavored potato chips, Colorado Premium Tapatio-seasoned meat and poultry products, Thanasi Foods sunflower seeds, Express Trading Tapatio salsa and nacho cheese sauce and JelSert Tapatio powder spice packets.

“The demand we are seeing from food companies and retailers such as Walmart has been tremendous for this brand,” says Ross Misher, chief executive officer, Brand Central. “It’s one of those rare brands that has strong appeal to Hispanic consumers seeking authentic flavors but crosses over well to all consumers. Tapatio will be a full scale retail brand across several product categories in 2017.”