The Curators has teamed up with Mexican seasoning brand Tajín to launch a limited-edition variant of its Pork Puffs.
The NPD, which is Tajín’s first co-branded fmcg launch in Europe, is flavoured with its Clásico seasoning, made from chili peppers, lime, and sea salt.
The snacks have launched DTC via The Curators’ webstore (£24.99/20x25g) and will roll into Sainsbury’s, Asda and Ocado in September (rsp: £1.50/25g).
This official launch follows a sampling drive at Taste of London last month, which was met with “phenomenal” feedback, according to The Curators.
Tajín made its UK debut in 2023, after having gone viral on social media, thanks to shoppers overseas posting their creations with the spicy seasoning.
@mexgroceruk One of our most loved TikTok recipes is back: Watermelon Tajín Lollies ✨🍉 Here’s how to make them 👇 🛒 Ingredients: 🍉 Watermelon (cut into long thick sticks) 🌶️ Tajín Chamoy 🌶️ Tajín seasoning 🪵 Wooden sticks 👩🍳 Steps: 1️⃣ Slice watermelon into long lolly-style pieces. 2️⃣ Insert a wooden stick into each one (like an ice lolly!) 3️⃣ Drizzle with Tajín Chamoy 🌶️ 4️⃣ Sprinkle with classic Tajín seasoning for that citrusy kick 🍋🔥 📦 Get your Tajín kit In our shop at TikTok #tajin #viral #watermelon #summer #lollipop #recipe ♬ Summer - Croquet Club
Popular uses for Tajín include seasoning fruit, tortilla chips or homemade guacamole, or coating the rim of a cocktail glass to make a spicy margarita. By the time of writing, the hashtag “#tajin” had been attached to 168,000 posts on TikTok.
“My niece Eva introduced me to Tajín 12 months ago and I fell in love with the flavour,” said The Curators co-founder Max Rees.
“And when I saw across social media channels just what an incredible cult following they already have in the UK, it felt like a brilliant opportunity.”
Haydee Fernandez, director of alliances at Tajín added: “This collaboration brings together two companies that share an extraordinary commitment to quality.”
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