With an already aggressive marketing plan in place, Mexico’s Tajín Seasonings is shooting for 5,000 in-store demos in the next calendar year, according to Tajín North American Alliance Director Eric Patrick.

Patrick said the unique seasoning blend product is sharing the demos “with partners from a wide variety of fruits and vegetables and more.”

He said, “For instance, we just completed demos in California with Sun Rype Fruit Source Bars.”

And for merchandisers who know the product’s growing popularity, the 5K goal is within Tajín’s reach.

Equity Brand Manager Juan Carlos Limón said the demos are reaching out to a full spectrum of consumers, especially “moms with kids in the household,” and are being staged in both existing and new markets.

“Tajín is the No. 1 chili powder seasoning,” Limón said. “We do our demos in produce departments and pair it with mango, watermelon, pineapple, cantaloupe, cucumbers, corn and avocado.” Potatoes and carrots are also in the mix.

He said Tajín works with a number of commodity boards, including the National Mango Board, Pear Bureau Northwest and Fresh Fruit from Chile, in addition to major fruit and vegetable distributors.

“We’re open to working with everyone,” Limón said. “We’re launching another partnership with On the Border Tortilla Chips.”

He added, “You can also use it on meat and chicken. And you can even use it to rim glasses for smoothies, mango frappes or orange juice.”

Because kids are a significant part of the Tajín consumer base, the company works with school districts to provide the seasoning blend to lunchrooms across the United States. Limón said the upshot is an increase in produce consumption.

And the word is spreading. “We’re already established in California, Texas, the Chicago Great Lakes area, the Carolinas and Florida,” Limón said, adding that Tajín is expanding to the East Coast. “New York is a very important market for us, and demos are one of the most important tools we have. Once consumers try it, they love it,” he said

The backstory to Tajín is also noteworthy: Limón said while the seasoning blend itself is 33 years old, the concept has been around for generations.

“Fruit stands are common on the streets of Mexico, and vendors sprinkle chili powder, lime juice and salt on each piece of fruit,” he said.

In 1985 an entrepreneurial individual with an eye to convenience came up with “the perfect balance of mild chili peppers from Mexico, sea salt and lime,” and today company headquarters are in Zapopán, Mexico, with exports going worldwide.

The seasoning first came to the United States in 1993, meeting with great response. In the past 25 years the original Tajín Clasico Seasoning has been joined by a low sodium version and a Habanero flavor “for just the right amount of heat” as well. Packaging options include the shaker bottle in full size and mini and the sachets, or packets.

Patrick said, “Low Sodium has the same great flavor but just lower sodium, and it has proven especially popular for school districts.”

In addition there are three liquid snack sauces available — Tajín Clasico Regular Snack Sauce, Tajín Clasico Mild Snack Sauce and Tajín Chamoy, “which has a hint of apricot for a unique sweet and savory twist,” Patrick said. “These liquid salsas are all delicious on fruits and veggies and are also used on snacks such as chips and popcorn and in other beverages.”

Tajín’s home country of Mexico remains the No. 1 market, with the rest of North America running second. Patrick said while it was initially sold at predominantly Hispanic stores, Tajín is “now available coast to coast in everything from mom-and-pop stores to regional retailers, national retailers, club stores and online retailers” in addition to the foodservice distribution at school districts and with restaurants.

“We have had several successful programs with school districts, as several have found there is less fruit waste when Tajín is available,” Patrick said. “Many children are used to eating their fruits and veggies with Tajín at home, and when they can’t have it at school, they often won’t eat their produce items.” He noted that the “great flavor of Tajín can also be an ‘equalizer’ on several fruit items when they aren’t as sweet as they could be.”

Patrick continued, “The Tajín packets come in two different sizes, the 0.035-ounce and the 0.14-ounce packet size. The packets have been used as a ‘value-added’ item on many products ranging from apples, to oranges, to watermelon, to mango and more.”

And of course as it gains in popularity, Tajín also gains in its social media presence, with more than 4.5 million fans interacting with the Tajín on Facebook alone, Patrick said. The company’s website, tajin.com, provides additional information for consumers and potential merchandising partners.