Four Bold Varieties Toztecas blends traditional ingredients such as chili, lemon, and toasted corn with flavor profiles designed for a young, modern palate. They offer a combination of spice, acidity, and texture that awakens the senses and leaves a lasting impression. The brand debuts with four unique products: • Toztecas Fire Spots: round corn tortillas with a tangy, spicy, and lemony flavor. It's a classic rein- vented with a fiery kick. • Toztecas Fire Pops: crunchy extruded corn snack with a tangy and spicy punch, ideal for those seeking intensity and texture. • Toztecas Wild Shots: peanuts covered in a crispy, explosive chili coating. Spicy, flavorful, and addictive. • Toztecas Wild Drops: fruit-flavored gummies with a hint of chili that awakens the palate. Sweet, spicy, and daring. By Hernando Ramírez-Santos C BI International bursts onto the scene with its boldest bet yet for Generation Z. The company cele- brated the official launch of TOZTECAS, a brand created to shake up the snack category with a daring, authentic, and explosive proposition, during a vibrant event at the Art Club The POST in Houston. With this new brand, TOZTECAS arrives with a striking visual identity and a fusion of spicy flavors designed for a new generation of consumers who seek products that reflect their unfiltered personalities. Generation Z is an audience that demands authenticity, purpose, and intense stimulation. TOZTECAS Makes a Difference CBI International described this launch as one of its most daring innovation initiatives in recent years. “This launch marks a milestone in the history of (a before and after for) CBI,” said Moisés Molina, CEO of Grupo CostadelSol. “Toztecas represents everything we want to build for the future: innovation, cultural connection, and flawless execution. This is just the beginning.” Gustavo Figueroa, Chairman of the Board of Directors of CBI International, told Abasto that “the launch of this successful TOZTECAS line, designed entirely for the multicultural market with new sensations, flavors, and textures, coincides with the company's new vision because we have rethought our entire philosophy for the multicultural market.” During the launch event, attendees enjoyed a multisensory experience featu- ring activations, urban art, and tastings, culminating in a symbolic signing of commitment by the CBI team, which sealed the start of a new phase with stren- gth and conviction. DARING FLAVORS: TOZTECAS OPENS THE DOOR TO A SPICY AND REBELLIOUS UNIVERSE The company views Toztecas as a direct gateway to the loyalty of Generation Z consumers, born between 1997 and 2012, who seek brands with a cultural identity, a strong narrative, and sharea- ble experiences. During the launch celebration, Armando Mendiola, CEO of Productos Alimenticios Diana, the Salvadoran manufacturer of TOZTECAS, highlighted that this new snack brand offers them the opportunity to win over the taste buds of new generations. “These products we are launching are just the tip of the iceberg of a platform that aims to evolve, seeking to meet the experiential needs of young people,” said Mendiola. Market Strategy and Goals TOZTECAS is now available in select stores in the United States, and distribu- tion will expand throughout the summer to supermarkets, convenience stores (independent), and digital platforms such as Amazon to facilitate purchasing for a hyperconnected audience. In addition, CBI International will roll out physical activations at key points of sale with attractive POP material and sampling experiences designed to gene- rate conversation and virality. BUSINESS SHOWCASE 84 JULY / AUGUST 2025 ABASTO.COM