VIVENTE TASTY FOODS AGAVE POWDERED SWEETENER
From Mexico to Market Shelves: Launching a Sweet New Player in the U.S.

Vivente Tasty Foods, a Mexican-based brand with a dominant market share in its home country, wanted to expand into the U.S., but not just any shelf space would do. They were launching one of the first fiber-fortified agave powdered sweeteners and needed to break into premium grocery markets in Texas and California.

That’s where we came in.

My team and I partnered with SHEIL Foods, Vivente’s parent company, to develop a creative and strategic launch plan that would resonate with U.S. consumers while staying true to the brand’s heritage. We started with positioning and brand voice, crafting a warm, health-forward identity rooted in cultural authenticity. From there, I led the redesign of all product packaging to meet U.S. labeling standards while standing out in the highly competitive natural sweetener space.

To boost early awareness, we also developed a content strategy that featured culinary partnerships with local chefs and influencers, who incorporated the product into on-camera recipes and tasting demos. I art directed photo and video assets that were deployed across trade show booths, TV segments, and social channels.

We also equipped the sales and marketing teams with a toolkit of brand materials, trade show collateral, and shelf-ready sales assets. These included leave-behinds, presentation decks, and point-of-sale visuals tailored for U.S. retailers.

Results
The brand secured shelf space in high-traffic grocery stores across Texas and California. Even better, our new positioning helped Vivente stand out not just as another sweetener, but as a story-rich brand grounded in innovation, health, and flavor.

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