This article details Alicorp's strategy to launch its TarĂ brand of Peruvian hot sauces in the United States. The company identified a growing market for spicy condiments and saw an opportunity to introduce a unique product based on Peruvian peppers (ajĂ amarillo and rocoto) not commonly found in other sauces.
Alicorp conducted extensive market research, identifying “adventurous eaters” as their target demographic. They focused on regions with a higher concentration of these consumers for product testing and market entry.
The decision was made to launch the Tarà brand, rather than their existing AlaCena brand, to better tell the story of the product’s unique Peruvian heritage. While the core recipes remained similar to their Peruvian counterparts, Alicorp adapted the packaging (from doypack to bottles) and slightly adjusted the flavors to better suit American palates.
Alicorp established Alicorp USA in 2023 and secured partnerships for distribution. As of the article's publication, TarĂ hot sauces are available in over 1,800 stores, including Meijer, Wegmans, Fresh Market, Lowes Foods, and Central Market. The company plans to expand to larger retailers such as Walmart and Target in the future, and they are already using Amazon and their own e-commerce site for sales. They also plan to expand their flavor offerings.
Alicorp aims to significantly increase its presence in the US market, expanding its reach beyond the East Coast, Midwest, Texas and California. They are continually evaluating potential production strategies, possibly maintaining production in Peru to leverage the local ingredients, while also keeping an open mind to local manufacturing options. They also plan to expand their product line within the spicy sauce category by continuing to develop new flavors using Peruvian ingredients.