California-based Giumarra will team up with Tajin Seasonings to add a bit of spice to its Nature's Partner-branded watermelon offering, starting this month with supplies from Sonora, Mexico. 

In a release, Giumarra Nogales division manager Gil Munguia said the company was looking for an innovative way to offer something new with the fruit.

"We wanted a promotion that was cross-cultural and had a value-added element. Tajin Seasonings are the most popular seasonings for produce items in Mexico and in North America, and it was the perfect fit," Munguia said.

To support the promotion and boost consumer interest and sales of Nature’s Partner watermelon with Tajin, the two companies are offering colorful co-branded bins and a specially-designed label with a free Tajin seasoning packet.

The high-graphic bin artwork features a watermelon slice being seasoned with Tajin, as well as logos and social information for both Nature’s Partner and Tajin. The label features a .05 oz. Tajin packet on the front, and a $0.25 coupon on the back. The promotion and supporting materials are available throughout North America.

“Watermelon is one of the most popular fruits for use with Tajin Seasoning,” said Tajin USA marketing manager Juan Carlos Limon.

"It creates such a unique, refreshing flavor. We are thrilled to be working with Giumarra and their watermelon program on this promotion, which is the first of its kind for us. We hope to continue to roll out more promotions generating excitement about healthy eating with produce and Tajin.”

The promotion is available through May and will be available again in the fall of 2016. Both Nature’s Partner and Tajin will feature new social media posts designed to drive interest and support the promotion throughout its duration.

"“Tajin sales continue to grow and we’ve experienced over 30 percent compounded annual growth over the last five years. Our emphasis has been to increase healthy snacking with fruits and vegetables by seasoning with Tajin,” Limon said.

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