So goes the tagline on much of the recent marketing surrounding Takis rolled tortilla chips, the flagship line from Barcel USA—the SF&WB 2020 “Snack Producer of the Year.” Retail sales of the products, as tracked by IRI, Chicago, have steadily increased over the past several years, helping make Takis a $400+ million U.S. brand—and that revenue total doesn’t include sales of other product lines, like its Stix and Watz cheese snacks, Barcel POP popcorn, Artisan Style Kettle Cooked potato chips, and more—snack lines that almost invariably feature a Fuego flavor variety. And Fuego is the fiery heart of Barcel USA.
On its website, Barcel USA invites the strong, brave, and daring to try a taste of Fuego: