Dive Brief:
- Tajin is the brand name of seasoning mixes from Mexico that have grown increasingly popular with foodies and Hispanic shoppers.
- The seasoning mixes, made from blends of chili peppers, lime and sea salt, are now the top-selling produce seasoning in the U.S.
- This year two major players in orange production hope to link their fruit Tajin in the minds of shoppers. The Chilean Citrus Committee credits a joint-marketing campaign with Tajin for increasing sales in the U.S. Meanwhile, Grant J. Hunt, a shipper of California oranges, is including packets of Tajin in bags of California Navel and Valencia oranges.
Dive Insight:
If you've never sprinkled an orange slice with Tajin, you haven't lived. If you have, then you know why orange shippers are so eager to tie their products to the seasoning mixes. The only question we have is why some mango shippers aren't doing similar marketing. Mango slices with chili seasoning of any kind is about as good as life gets.