Through MegaMex, a company created in 2009, we have brought the Mexican spirit to all tables in the United States with a portfolio that includes the main categories of Mexican food. In 2018, this segment posted net sales of $13,258 million pesos, an increase of 8.9% compared to the previous year.
These results have three main catalysts: 1) innovation in the salsa category to gain market share; 2) avocado for everyone, increasing household penetration and 3) accelerating the insertion of products for consumption outside the home.
In the salsa category, Herdez continues to be the fastest-growing brand in the United States. In 2018, Herdez salsa sales led growth in the category, with 19.1% growth compared to the previous year. We had various successful launches that strengthened our portfolio, such as taco stand-style salsa and guacamole salsa.
The taco stand-style salsa received the Editor’s Choice Award from Progressive Grocer, the most important food retail organization in the United States. Our Herdez guacamole salsa received the Innovation and Creativity Award from GMA, the association that represents the largest food, beverage and consumer products companies in the world.