Truco Enterprises Launches New On The Border® Nacho Cheese and Zesty Ranch Tortilla Chips

CARROLLTON, Texas, March 15, 2017 /PRNewswire-USNewswire/ -- Truco Enterprises announced today the official launch of the new On The Border® Nacho Cheese and Zesty Ranch flavored tortilla chip products.  The products are already available on shelves at several retailers.  "As the fastest growing national unflavored tortilla chip brand, according to IRI data for multi-outlet retail for the 52 weeks through February 9, 2017, we are excited to expand our tortilla chips into cheese and ranch flavors.  These two flavors represent the largest flavored segments in tortilla chips, and the cheese and ranch segments are growing faster than the overall tortilla chip market," said Mel Deane, CEO of Truco.

As stated in the February 2017 Chips and Dips category report issued by the Mintel Group, On the Border tortilla chip sales have grown 162% in aggregate since 2011 and continue to outpace tortilla chip category growth year after year.  "This next evolution in our chip portfolio of products allows consumers to enjoy the On The Border chips they love in their favorite flavors.  Additionally, we are offering these great flavors in take-home and immediate consumption package sizes, which expands the selection of offerings to our current retailers and consumers and also introduces the opportunity for consumers to find our products in the convenience channel," said Mel Deane.

This new product launch and expansion into the convenience channel comes on the heels of industry recognitions for Truco's On The Border chips and dips.  In October, Truco's products were recognized as the #2 new food products in the Top 10 Products at the National Association of Convenience (NACs) show.  Of the more than 330 new and innovative products displayed at the show held in Atlanta, Truco's products were one of only three food products ranked in the Top 10 by visitors to the Preview Room. Additionally, in February, Truco was cited as a Key Player in the category in Mintel's report, which states, "Among the most successful mid-tier brands in the category is On The Border."

"We are extremely pleased with retailer reception of our On The Border Nacho Cheese and Zesty Ranch products and look forward to expanding our distribution of these new products across the grocery, convenience and mass channels in the coming months," said Tim Byrd, SVP Sales at Truco.

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 launched in the convenience channel in early 2017.  Truco Enterprises is the exclusive licensee of the On The Border brand for the retail channel. For more information, please visit www.ontheborderproducts.com.  Truco Enterprises is a portfolio company of Insignia Capital Group. 

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.  For more information please visit www.insigniacap.com.

SOURCE Truco Enterprises

Related Links

http://www.ontheborderproducts.com