The Making of a New Product: Rojo's Fresh Cut Homestyle Salsa

January 14, 2016

Every week we feature a Q&A with the makers of new products that have been chosen as a Pick of the Week for Phil's Food Reviews. This week we caught up with Mark Miller of Rojo's Homestyle Salsa! Read about what went into creating this hit new product.

What inspired you to create your new product? Is there a particular niche or segment of the market you were focusing on? 

American consumers have embraced Mexican foods and now count them as standard favorites. For example, salsa has overtaken Ketchup in dollar sales and Taco Tuesday has become a tradition. The spread of Mexican restaurants, including fine dining, chain, fast food, neighborhood family-run and even gourmet taco trucks, have introduced consumers to authentic Mexican salsa flavors. Consumers have come to expect restaurant-quality salsa flavors, thus, inspiring us to make a line of salsas with the same great taste and freshness for use at home. Rojo’s has grouped their salsas into:

  • Homestyle Fresh Cut Style – patterned after traditional home made fresh cut tomatoes, onions, chiles and seasonings. Chunky cut with enough body for great chip dipping.
  • Restaurant Style – favorite neighborhood Mexican restaurant flavors with fire roasted tomatoes and fine cut texture.
  • Inspired Salsa – regional specialty salsas of Mexico. Like Tomatillo Avocado, Black Bean & Corn and Mango Chipotle.             

All Rojo’s salsas are those that consumers crave but could not find in their grocery store – until now.

What makes your product different and able to stand out against similar ones? How important has differentiation been in developing this product?

Our products are made in small batches and are artisan-crafted using fresh-cut tomatoes, onions, chile peppers and other quality ingredients. Rojo’s salsas are made under refrigerated conditions and are not heated or cooked. We make our salsas like you would make salsa at home.

What was the process like of designing your package, and how do you feel the final result has impacted perceptions of your product?

Salsa consumers told us through market research that they like to see the product before they buy, so a clear container was important. We chose PET (Polyethylene terephthalate) because of its clear, glass-like visual, which really shows off the product.

Does your product have relevant health attributes? What are they? 

Rojo’s salsas are fat free, vegan and are low in calories with many gluten-free options available.

What sustainability efforts have you made with your product/packaging?

It is important to note that our PET cups have the highest recycle score - #1. We strive to be environmentally friendly. 

Through creating a new product, what would you say were the most difficult parts of the process and what came the easiest? 

Researching the array of flavor possibilities was difficult. Tasting the different flavors was easy.

Besides your product, what's one out on the market that you admire?

While not at all like the Rojo’s products, I admire Sriracha Hot Sauce because they are a small company that captured a large consumer following.

Find out more about Rojo’s here: