Winston-Salem based Texas Pete company introducing new Mexican-style hot sauce

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¡Sabor! by Texas Pete, is a new Mexican-style hot sauce from Winston-Salem based TW Garner Food Co. (Andrew Dye/Journal)

WINSTON-SALEM, N.C. — TW Garner Food Co. is introducing a new hot sauce: ¡Sabor! by Texas Pete Mexican-style hot sauce will hit stores in mid-February, according to the Winston-Salem Journal.

Just as Garner developed a CHA! Texas Pete Sriracha sauce, an Asian-style hot sauce, more than two years ago, it decided to develop a Mexican hot sauce after studying that segment of the hot-sauce market.

“Cholula is really unopposed as the premium Mexican hot sauce,” said Steve DeCorte, Garner’s executive vice president of sales. “We see a decent void in the Mexican hot-sauce category.”

DeCorte said market data showed that Texas Pete customers already buy Mexican and other hot sauces. “If there’s a Texas Pete customer walking down that market aisle, there’s a 70 percent chance they are also buying Mexican hot sauce,” he said.

Read full story: The Winston-Salem Journal