Salsa Queen, the Utah-based purveyor of bold and flavorful Mexican salsas and dips, is launching four new products for the first time in six years. This expansion comes after intensive market research and recipe testing to create offerings unlike anything else available stateside.

The company was founded 10 years ago by SalsaQueen Zapata as a single mother looking to support her seven children. After losing her first child to leukemia at just 19 months old, she was inspired to adopt the Mexican sugar skull as the company’s logo. This symbol is integral to the Day of the Dead festivities, which honor loved ones who have passed.

“We started the business to remember my son, so it just felt natural to have the sugar skull represent us,” said Zapata. “Day of the Dead is about celebrating family and that’s our driving mission with Salsa Queen.”

Growing the Brand Through Innovation

Over the past few years, Salsa Queen has rapidly expanded its retail presence, going from 80 stores to over 1,000, primarily in the Western United States. Their customers consistently requested new and exciting flavors, prompting Salsa Queen to begin developing new offerings.

“We didn’t want to just copy what others were doing. We wanted totally unique salsas and dips that you simply can’t find anywhere else,” she explained.

This innovation-first approach characterizes the Salsa Queen brand. Zapata and her team strive to create Mexican-inspired products tailored specifically to younger American palates who crave spicy, lime-infused flavors.

Creating Four Unique Dips and Salsas

After nearly 50 iterations and two years of recipe testing, Salsa Queen will launch four revolutionary new products.

Creamy Spicy Pickle Dip

This clever combination blends the flavors of lime juice, Mexican spices, and fresh-chopped pickle chips. The Salsa Queen described it as an ideal dip for burgers or sandwiches, with a kick that comes through after the initial sweet, tangy pickle taste. Early samples won over even the biggest pickle skeptics.

Creamy Mexican Chimichurri Dip

Drawing inspiration from the red wine and olive oil-based Argentine sauce, this version uses a specialized recipe to replicate the flavors in dip form. It delivers the characteristic chili pepper heat in a building, cascading way that sets it apart from Salsa Queen’s other products.

Chili Limon Dip

Made with ingredients inspired by elote, the popular Mexican street food of grilled corn on the cob topped with chili powder, lime, cotija cheese, and mayo. Salsa Queen managed to convert those iconic elote flavors into a brand new, irresistible dip.

La Chingona Salsa

Dubbed “the badass” salsa, this restaurant-style salsa gets its kick from extra lime juice and chili peppers. It joins Salsa Queen’s existing salsa lineup but stands out for its amplified heat and acidity.

Zapata worked tirelessly to perfect the right blend of flavors and spice level in each product before finally feeling ready to bring them to market. Friends, family, and select retailers sampled many recipes over the years to help narrow it down to the chosen four.

“It was a long process, but so rewarding to see people react when they try these dips and salsas,” remarked Zapata. “Their faces light up – that’s how I know we’ve created something great.”

Global Potential for This Homegrown Brand

While Salsa Queen currently reaches customers coast-to-coast within the US, global opportunities are endless. The company currently ships their shelf-stable, freeze-dried salsas worldwide to markets like the UK, Taiwan, Australia and more.

The brand’s authentic Mexican flavors translate universally, appealing to palates across cultures. Salsa Queen has caught the attention of large international retailers like Costco in the UK, positioning the company for further international development.

“We just want to share our heritage and bring joy through amazing food experiences,” explained Zapata. “That motivates everything we do.” That driving force inspired the latest crop of sensational new dips and salsas from Salsa Queen.

To learn more about Salsa Queen and her new tasty flavors, visit her website here.

Published By: Aize Perez