Brands Are Crafting Connections With Hispanic-Inspired Flavor

- Jill Weible

Record Growth of the U.S. Hispanic Population will transform both CPG Brand Offerings and Marketing Strategy

According to the U.S. Census Bureau data, the Hispanic population, which is expanding at a faster rate than non-Latino population in the U.S., is expected to grow to 26.9% by 2060. Hispanics’ flavorful and multicultural cuisine preferences continue to have more influence on the American food landscape. The exposure to more Hispanic cuisine in the U.S. opens exciting avenues for CPG brands to showcase authentic cuisine and flavors while reaching a broad consumer base. Let’s explore how brands can leverage culinary heritage and innovation to resonate with Hispanic audiences and beyond. 

Food Traditions Create Meaningful Connections 

Many brands are leaning into authenticity to build stronger relationships with Hispanic consumers. Food often plays a central role in family traditions, cultural celebrations, and everyday moments of comfort. These experiences help create lasting emotional connections, making certain flavors and brands feel deeply familiar and meaningful across generations. This is where culturally rooted branding becomes especially powerful by honoring heritage while resonating with modern consumers.

The Holanda Case Study: Cultural Authenticity with Broad Appeal

One standout example of culturally rooted branding is Holanda, a beloved Mexican ice cream and novelty brand that recently partnered with Walmart for an exclusive U.S. launch aimed at appealing to a broad Hispanic consumer base. Holanda relied solely on packaging, without advertising support, to capture attention in Walmart’s freezer aisle.

Holanda teamed up with Smith Design to create the packaging. Familiar brand elements were thoughtfully adapted for the U.S. market. Smith Design enhanced the Holanda logo with brighter colors and a distinctive outer shape to maximize shelf impact. Spanish was used as the primary language on the packaging, with English in a secondary role, reinforcing the brand’s cultural authenticity and honoring its Mexican heritage.

This approach helped Holanda form a meaningful connection with Hispanic shoppers, including those who may not have grown up with the brand but recognize and value its roots in Mexico. At the same time, the packaging intrigued non-Hispanic consumers looking to explore authentic international flavors.

Holanda’s packaging strategy demonstrates how effective design can convey tradition and cultural relevance while remaining accessible. By emphasizing its origins and maintaining core brand elements, Holanda celebrates cultural pride and authenticity while resonating with a diverse U.S. audience. The brand’s success underscores the power of intentional design and heritage-driven storytelling. Find out where to get Holanda Novelties, click here!

Celebrating Hispanic Flavors in Different Channels

Adding flavors and spices can enhance foods and attract consumers who love more vibrant and tangier Hispanic-influenced flavors. 

In the snacking channel, Hormel Foods has recently launched two new Mexican-inspired additions to its CORN NUTS^® brand: Mexican-Style Street Corn and Loaded Taco. Packed with crunchy goodness and popping with flavor, these snacks appeal to consumers seeking bold, crave-able tastes. Smith Design created vibrant packaging that not only catches the eye but amplifies the excitement behind the products. Read more about these products, check out Innovation at its Crunchiest featuring CORN NUTS^®.

The beloved Tajin^® Brand seasoning has truly taken off as a flavor enhancer and is now trending as a margarita rimmer. Tajin^® has also collaborated with several brands, including condiments like Hellmann’s Chili Lime Mayonnaise Dressing and breakfast items such as Pop-Tarts with Tajin seasoning and fruity Chamoy sauce. There seem to be no limits to which channels can offer more spice and Hispanic-influenced flavor!

A Flavorful Future for CPG Brands

The integration of Hispanic cuisine and flavors in the U.S. reflects a cultural journey that will continue to enrich America’s culinary landscape. With products that honor heritage, offer authentic flavors, and appeal to diverse tastes, brands have an exciting opportunity to resonate with a growing Hispanic population and a broader market. For CPG companies, the path forward is clear: embrace the diversity within Hispanic cuisine, create products that celebrate tradition, and invite all consumers to experience the depth of Hispanic flavors. By aligning with consumer interests and honoring cultural significance, brands can build lasting connections and unlock a world of flavor possibilities across a wide variety of channels.