Tapatío is said to be the No. 1 hot sauce brand in the West.
“We are thrilled to work with a brand as iconic as Tapatío,” said Eric Girard, VP of sales and marketing for Van Holten’s. “With 53 percent of U.S. shoppers having an affinity to hot and spicy foods this partnership appeals to the expanding thirst for ethnic and spicy flavors in snacks.”
“We are excited to grow Tapatío’s already robust consumer products program by expanding into the pickle category with Van Holten’s,” said Roche McCoy, Tapatío director of licensing operations. “It complements our other snack products including Tapatio branded popcorn, jerky and corn chips.”
Tapatio is one of nearly a dozen flavors of pickle-in-a-pouch offered by Van Holten, including dill pickle, hot pickle, sour pickle, kosher pickle, chamoy pickle, Big Papa, Hot Mama, Sour Sis, Garlic Joe and Pickle Rick.
The Tapatío Pickle-in-a-Pouch will be available at Bashas’ stores in Arizona for Cinco de Mayo and will be sold nationwide through select 7-Eleven and Walmart locations this summer. The new product will also be available through DOT Foods and other convenience and grocery distributors throughout the U.S.
Van Holten’s and Tapatío were brought together through Brand Central LLC, Tapatío’s licensing agency.
Tapatío Foods LLC started in 1971. More than 40 years later Tapatío Foods is still a family run business and has grown to become a staple not only in Hispanic households but in most American households today.
Most famous for its pickle-in-a-pouch, Van Holten’s is also the innovator behind Pickle Cutz, VH Pickleback Mixer, and Pickle-Ice. Founded in 1898 and currently employing 100 people in Waterloo, Wisconsin, Van Holten’s products can be found nationwide at convenience stores, grocery stores and other retail outlets.