Tajin

Tajín had achieved monumental success in its home country of Mexico with its core product: a powder blend of high-grade chili peppers, dehydrated lime juice, and sea salt that was marketed as a seasoning for fresh fruit and vegetables. In Mexico, Tajín was ubiquitous, and it could be found in almost every home and restaurant in the country. In the early 2000s, the company had successfully expanded to the neighboring country of the United States, targeting the skyrocketing population of Mexicans living and working there.

In late 2013, the Tajín board decided to pursue the same path that other Mexican businesses such as Corona, Barcel, and Maseca had forged: a crossover to the rest of the U.S. market, which included consumer segments such as whites, African Americans, and acculturated Hispanics.