The Birth of a Food Brand: Tamalitoz by Sugarox

Jack Bessudo, co-founder of Tamalitoz by Sugarox, initially pursued a career in advertising but discovered a passion for candy-making. A visit to a candy shop in Sydney, Australia, ignited his desire to learn the art of crafting sweets. In 2010, Bessudo left his 9-to-5 job and embarked on a journey to create his own confectionery brand.

• He enrolled in a three-month intensive candy-making program, honing his skills in a cousin's apartment in Mexico City.
• During this period, he met his future husband and co-founder, Declan Simmons, who provided support and analytical expertise.

From Candy Studio to Global Food Brand

Six months after completing his candy-making training, Bessudo and Simmons opened their first store, Sugarox Candy Studio, in a small shopping center in Mexico City. The studio quickly became a popular destination for locals and tourists, drawn to the unique candy-making experience.

• Their goal was to create a distinctive food brand that blended the flavors of Mexican and British candies, defying traditional boundaries.
• Bessudo's family history in the beverage industry, particularly his grandfather's success with the tamarind-flavored Jarritos soft drink, inspired their innovative approach.

The Birth of Tamalitoz: A Unique Flavor Combination

Bessudo and Simmons created Tamalitoz, a naturally flavored fruit candy filled with chili lime and a touch of sea salt, drawing inspiration from traditional Mexican flavors. The name came from a customer who observed their lengthy candy-making process and likened the pillow-shaped candies to "little tamales".

• Tamalitoz's unique blend of sweet, spicy, and tangy flavors quickly garnered attention, becoming a signature food product.
• The brand offers a variety of fruit flavors, including "Bite Me Blood Orange," "Lip-Smacking Mango," and "Tantalizing Tamarind," catering to diverse taste preferences.

Expanding Beyond Mexico: Tamalitoz Goes Global

After gaining traction in Mexico, Bessudo and Simmons decided to introduce their Mexican candy brand to the U.S. market. They showcased their products at the Sweets and Snacks Expo in Chicago, where Tamalitoz received positive feedback.

• They leveraged Bessudo's marketing background to develop eye-catching packaging, reflecting the vibrant and modern culture of Mexico.
• Their product found a niche in the U.S. market, appealing to consumers seeking unique and flavorful snacks.

Tamalitoz: A Food Brand with a Story

Tamalitoz by Sugarox has garnered recognition for its delicious snacks and captivating brand story. Their journey highlights the entrepreneurial spirit, innovation, and passion for creating unique food experiences.

• The company's commitment to quality, distinctive flavors, and engaging brand storytelling has contributed to its success.
• Tamalitoz has established a strong presence in the U.S., available in major grocery stores and online retailers, including Whole Foods and Target.

Embracing Inclusivity and Diversity

Tamalitoz embraces its identity as an LGBTQ-owned and operated business, becoming a symbol of inclusivity and diversity in the food industry. The brand has been warmly received by its retail partners, particularly in the U.S. market, where it is celebrated at Pride events.

• Their commitment to inclusivity resonates with consumers who value brands that reflect their values.
• This aspect of their brand story adds to the overall appeal, showcasing the importance of representation in the food industry.

Advice for Aspiring Food Entrepreneurs

Bessudo offers valuable advice to aspiring entrepreneurs: focus on creating a clear vision for your food brand and develop a product you wholeheartedly believe in.

• Leverage online platforms and trade shows to reach potential customers and buyers.
• Embrace innovative marketing strategies and explore new avenues to showcase your brand and product.
• With passion, determination, and a clear vision, you can transform your food idea into a successful business.