In addition to Takis, Barcel USA has started to see more traction on its Artisan Style line of kettle-cooked potato chips, available in flavors like Fuego, Lime-Chipotle, Jalapeño, Habanero, and Diabla (red hot chile pepper). But over time, the R&D team in Coppell began developing more of its own flavors.įuego is the spiciest Takis flavor on the market, says Mattus, but R&D innovations are ongoing-and the Takis team likes to push the envelope. “In the past, we used to carry a lot of innovation from our Mexico operation,” says Mattus. Still other flavors might originate in Mexico and then see selective test-market trials in the U.S., notes Velez. While some of the flavors of Takis-like Fuego-are equally at home on both sides of the border, other profiles see targeted release only in the U.S. “Our consumer is always looking for innovation in our brands,” says Rafael Velez, director of marketing. This type of bold flavor adventuring is expected by the Takis faithful. “If any find sufficient traction, they might see a more-widespread launch into the market.” “We are always trying new flavors” says Mattus. The fittingly green Takis Zombie variety, she notes, has a flavor profile based on habanero and cucumber. “The most famous is Takis Zombie, which started as a seasonal Halloween product,” says Peregrina Sepulveda. “The Takis Flavor Challenge allowed us to engage with consumers,” says Mattus. The Wild flavor originated from a “Takis Flavor Challenge” promotion during summer 2018 where Takis fans voted on four possible new flavors that could join the regular Takis lineup. Sandra Peregrina Sepulveda, marketing manager, notes that the core Takis lineup consists of five flavors: Fuego, Nitro (habanero, lime and cucumber), Guacamole, Crunchy Fajitas, and Wild (Buffalo). “We made sure that we supported the brand with advertising, and now we get the word out there faster,” says Mattus. “We’ve really engaged with the consumer base with sampling, being at concerts, making sure that we got the product into their hands so they could try it.” Rather quickly, it took off. when we launched it, and in the past, we did a lot of grassroots efforts to get the brand out there,” says Mattus. Marketing Manager: Sandra Peregrina Sepulveda Products: rolled tortilla chips, cheese snacks, potato chips, popcorn, tortilla chips, snack nuts, confectionsīrands: Takis, Stix, Watz, Artisan Style Kettle Cooked, Tostachos, Mariachips, Barcel POP, Barcel Peanuts, Hot Nuts Website address: Plant size: 300,000 square feet demographics, with particular strength in youth markets. The rolled tortilla chips are highly popular across several U.S. On a rollįrom 2015 to 2019, Takis Fuego significantly increased sales based on IRI data reported in annual SF&WB “State of the Industry: Snacks” analysis. Our sustainability efforts are aligned with the company’s global strategy,” notes Mattus. We also use cleaning techniques to reduce water consumption and improve disposal separating oil in fryers, among others. “For example, we are using new technologies in our processes, such as a heat exchanger installed last year to repurpose the heat from the oil to reduce energy expenditures. Sustainability is a big part of this drive toward maximum efficiency. Now Barcel USA manufactures a high percentage of its Takis products for the U.S. ![]() “Before that, we brought 100 percent of the product from Mexico,” says Milton Mattus, vice president, Barcel USA. ![]() The snacks side followed this northward expansion, and Barcel USA put down roots in Coppell in 2012. Grupo Bimbo eventually established bakery production in Fort Worth, TX, launching Bimbo Bakeries USA in 1998 (BBU is now headquartered in Horsham, PA). Over time, Grupo Bimbo leadership saw a significant opportunity to the north and began exporting products to the U.S.
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