Brand Central Takes on Takis

Takis, the snacks brand owned by Barcel USA, has announced it has signed Brand Central, a brand licensing consultancy, as its exclusive licensing agency in the United States.  

The Takis brand, known for the spicy rolled tortilla chip with chili lime flavor, is one of the fastest-growing brands in the tortilla snacking category. Takis has already entered several licensed products to market, from pizza rolls to meat snacks to sunflower seeds. 

Takis and Brand Central will be scaling the existing licensed partners such as General Mills, Conagra, Oberto Snacks and seeking new collaborations with top CPG companies for new food and beverage extensions and lifestyle brands for partnerships that appeal to Gen Z.  

"Takis continues to experience double-digit growth, so it is the perfect time to partner with Brand Central to help us scale our consumer products program," says Cristina Lopez Sordo, senior brand manager, Barcel USA. "Brand Central was a natural choice for our agency with their expertise with beloved food brands such as Oreo, Heinz, Krispy Kreme and their intimate knowledge of today's lifestyle trends for Gen Z consumers." 

"Takis snacks is the perfect brand to extend into new categories," says Ross Misher, chief executive officer, Brand Central. "It is best known for its signature hot chili pepper and lime-flavored variety, is wildly popular with consumers and its flavor and crunch can extend into so many other product categories from meal complement to meats. We are confident the intensity fans feel about Takis will also translate into incredible product collaborations and 'must-have; lifestyle merchandise."