In many respects, it’s a thrilling time to be the leader of a Latin brand. That much is apparent by the energy with which Scott Hattis answers questions. The brand he co-founded, Loisa sauces and seasonings, is expanding both its reach and product line in 2024.
Hattis is energized by the uptick in consumer demand for Latin flavors lately.
“The trend is reflective of a broader cultural shift where Latin culture is increasingly woven into the fabric of American life,” the CEO told The Food Institute. “Latin influences are making waves across domains such as music, art, fashion, and sports, highlighting a deeper cultural integration.
“This [Latin flavor] trend is likely to continue as younger consumers, who are more open to exploring diverse culinary experiences, become a larger part of the market.”
Loisa recently launched new sofrito cooking sauces as part of Latin Heritage Month.
Loisa prides itself on its premium, clean ingredients and vegan sauces. The brand’s head chef, Yadira Garcia, helped unveil a pair of new products recently: Sofrito Rojo – a Spanish-style blend of tomatoes, capers, manzanilla olives and bell peppers – and Recaito, which features flavors like cilantro, garlic, and oregano. Those sauces join a product line led by the brand’s best-seller, Sofrito Classic.
Loisa’s leaders have found that sauces featuring clean ingredients and bold flavors resonate with many Americans.
“Our sofrito sauces are designed to be more than just a staple of Latin cooking; they cater to a wide audience,” Hattis said. “We pride ourselves on offering savory, vibrant, and balanced flavors that are non-spicy, making them accessible and enjoyable for all ages.”
The brand itself is an homage to “Loisaida,” the Spanglish name for the Lower East Side neighborhood in New York City that serves as a vibrant hub of Latin culture. The mission of Loisa’s founders is to preserve their families’ heritage and culture through all-natural Latin foods and flavors.
The brand’s current retail footprint includes Whole Foods, Sprouts, Wegmans, The Fresh Market, Bristol Farms, and more. Loisa representatives said another national retail account will be added soon.
“This journey began in our respective homes,” Hattis noted, in reference to Loisa’s leadership. “We took the spice blends we’d been creating and cooking with, using wholesome and organic ingredients, and set out to share that experience with others, hoping to carry forward Latin flavors.
“It was about time for more diverse Latin flavors to be represented on store shelves, and we’re proud to be part of that breakthrough.”
