From Mexico
to the world
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.
Increase of 9.0%
In 2018, MegaMex posted net sales of $13,258 million pesos.
“We use our true mexican heritage to differentiate from our competitors”
Diana de Loza
Salsas Brand Manager, MegaMex
In terms of the Avocado for Everyone pillar, we launched the Wholly Guacamole Snack Cup, a product that makes it even easier to enjoy delicious guacamole, since it contains just the right amount of tortilla chips to enjoy it at any time. In turn, our presence in the institutional channel reached a new record in terms of volume and net sales.
Through the Guacalandia bus, a mobile exhibition that is unique in its class, we spread the benefits of real avocado from the Wholly product line.
During this activity, the mobile sampling team distributed more than 360,000 samples and we generated more than 700 million impressions in the most significant communication media in the United States.
Finally, in the pillar that focuses on growing products for consumption outside the home, we leveraged the positioning of the Deadpool 2 movie among young consumers and launched the Don Miguel Deadpool Chimichanga in 7-Eleven stores, one of the most important channels for this segment.
