Company: Truco Enterprises

Introduced: March 2018

Distribution: National

Suggested Retail Price: $1.59 to $2.89

Product Snapshot: Truco Enterprises has announced the official launch of On The Border Taste of Tajín Clásico flavored tortilla chips in partnership with TAJÍN. The new product will hit store shelves the first week of March. "We are thrilled to partner with TAJÍN, the leader in chili lime seasoning, to offer a new flavored tortilla chip. On The Border Taste of Tajín Clásico is made with six simple ingredients, which aligns with consumer demand for both clean label and spicy snacks. We look forward to delivering a truly unique snacking experience from two brands that consumers know and love," said Lisa Walsh, CEO of Truco Enterprises. 

"TAJÍN has grown in popularity across the U.S. with double-digit annual growth and household penetration of over 3.5 million," stated Aldo Fernandez Castillo, CEO of TAJÍN. "We are excited to partner with Truco Enterprises, the maker of On The Border chips, the fastest growing unflavored tortilla chip in stores today, to expand our offerings to new and current TAJÍN consumers."

On The Border Taste of Tajín Clásico flavored tortilla chips will be available in 7-Eleven stores across the country. Together with single-serve On The Border Café chips, salsa and queso, this marks On The Border's first entry into the world's largest convenience retailer. 

"We are extremely pleased with the reception of our On The Border Taste of Tajín Clásico chips and look forward to expanding distribution of the new product across retail in the coming months," said Omar Khalaf, EVP Sales at Truco.

The tortilla chips retail for $1.59 (2.5 oz. bag), $2.69 (8 oz. bag), and $2.89 (12 oz. bag).