Isagenix’s expansion in Mexico, includes horchata flavor Isagenix launch

06 May 2022 --- Multinational nutrition company Isagenix is breaking into the Mexican meal shake market with a new flavor drawn from local tastes and support from technology platform Blendhub. With Isashakes' new horchata flavor, the company hopes to gain a strong market presence with its first Latin American launch, alongside a local production facility.

Eduardo Aldasoro, regional managing director for the Americas at Blendhub tells NutritionInsight that the expansion targets the rising problems of nutrition and obesity in the Mexican population.

He informs that new flavor offers are a part of the Isagenix strategy:

“The company will launch two to three new flavors per year. This strategy finds a complete match in Blendhub’s capability of tropicalization and multi-localization, having the confidence that every single bag manufactured in Blendhub has the support of the digital quality control of Chemometric Brain.”The company chose horchata to appeal to local flavors.

Currently the company has a foothold in the nutrition and supplements markets in the US, Canada, Europe, Asia and Australia. 

As a result of the launch’s success, Blendhub and Isagenix are expanding their collaboration and looking to enter more markets via the two’s particular business strategy.

Expediting global brand accessibility
According to Aldasoro, Bendhub’s food-as-a-service strategy helps companies launch products across the globe with a shorter time to market.

He says that the company’s strategy involves 3 levels of services:

• A blending, packaging and quality control co-packing service that allows small to medium-sized companies as well as multinationals optimize their production.
• Raw material procurement locally and regionally, giving customers the possibility to save logistics costs and promoting local sourcing and circular economy, while helping to reduce CO2 emissions.
• Innovation leveraging more than 25 years of experience and with access to Blendhub’s network of external formulators to accelerate innovation and product launching.

Prior to Isagenix’s shift to localized sourcing, the cost of import logistics from the US represented a barrier to the company’s entry into the Mexican market, in addition to the challenge of appealing to local consumer demands, the company outlines.

“Blendhub has been the ideal partner for us to enter the Mexican market. Both the production processes, from formula to final product, and the quality systems exceeded our expectations,” says Scott Lyons, global director of quality at Isagenix said at the launch.

Early this year, Blendhub’s CEO spoke to NutritionInsight on the “unmissable opportunity” in personalized microencapsulate ingredients.

By Olivia Nelson