Truco Enterprises and TAJÍN Unveil New Flavor of On The Border Chips

DALLAS — Truco Enterprises, maker of On The Border retail products, has formed a strategic partnership with TAJÍN, creator of the leading seasoning in produce across the U.S. and Mexico, to launch a new line of flavored tortilla chips. On The Border’s Taste of Tajín will hit retailer shelves in early 2018. The new product will be featured in the Cool New Products showcase at the 2017 National Association of Convenience Stores (NACS) show, taking place October 17-20 in Chicago.

The chili lime flavored chip segment is growing at approximately thirty percent with sales topping $259 million, according to IRI data for multi-outlet retail for the 52-week period ending on August 6, 2017.

“The exclusive partnership with TAJÍN gives us a tremendous opportunity to provide a unique twist on this flavor segment for tortilla chips,” said Mel Deane, CEO of Truco Enterprises. “TAJÍN has set the bar for superior growth and performance in the seasoning market, and when we were looking for our next flavor innovation, we knew that partnering with TAJÍN would be a win for our consumers, our customers and both brands.”

“On The Border has experienced tremendous growth in the tortilla chip category and has the highest velocity unflavored tortilla chip brand in stores today,” said Aldo Fernandez, CEO of TAJÍN. “After seeing their recent expansion into the flavored chip segment, we knew the partnership opportunity in the chili lime flavored chip segment would be a natural extension for TAJÍN.”

TAJÍN’s proprietary seasoning is made using a blend of mild chili peppers, sea salt and dehydrated lime juice. While this is the first collaboration between the brands, there are plans for further innovation as Truco continues to expand its product line in the flavored tortilla chip category.

The NACS Show will take place October 17-20, 2017 at McCormick Place located at 2301 South King Drive, Chicago, Illinois. Truco Enterprises’ On The Border will be exhibiting at booth #1227.

For more information on the show, please visit

About Truco Enterprises

Founded in Dallas, TX in 1991, Truco is a leading developer and marketer of tortilla chips, salsa and queso under the On The Border brand. The Company’s products are sold nationally through grocery retailers, club stores and mass merchandisers and also launched in the convenience channel in 2017. Truco Enterprises is the exclusive licensee of the On The Border brand at retail. For more information please visit Truco Enterprises is a portfolio company of Insignia Capital Group.


TAJÍN is a privately held company established in Mexico since 1985. Its subsidiary office, TAJÍN International was incorporated in the United States in 1993. The leading fruit seasoning in Mexico and the U.S., TAJÍN is a well-balanced blend of mild chili peppers, sea salt and dehydrated lime. Its unique flavor transforms the taste of fruits and vegetables from ordinary to extraordinary. It is also a great addition to meats and beverages. TAJÍN is produced in Zapopán, Mexico from world class chilies bought from farmers in the region and then exported to the US as a packaged and branded product, approved by the FDA, to be sold at wholesale and retail. TAJÍN is sold at more than 16,000 points of sale in the U.S. For more information, please visit

About Insignia Capital Group

Insignia Capital Group is a San Francisco Bay Area private equity firm focused on lower middle-market companies. Insignia partners with company founders and management teams to help drive growth and achieve true business potential. The firm’s principals have significant experience building businesses across a range of industries including consumer, business services, and healthcare. In addition to Truco Enterprises, Insignia’s portfolio companies also include Century Snacks, a provider of branded and private label snack nuts, trail mixes and similar snacks, and Tillamook Country Smoker, a provider of jerky, meat sticks and other meat snack products. For more information, please visit

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