Birria has transitioned from an authentic, traditional Mexican dish to a massive consumer phenomenon across the United States. This surge is reflected in over 400% growth in birria menu items, a flavor profile that has expanded beyond Mexican restaurants and carnicerias into general market locations and fast-food chains.
For retailers looking to capitalize on this trend, Chef Merito offers a high-quality and flavor solution with its Adobo para Birria.
“The adobo is a thick paste where all the chili is extracted and blended with traditional spices to create an authentic marinade,” explains Lauren Corugedo. “The secret is we don’t skip on quality. We use traditional chilies like guajillo, focusing on a smoky, savory flavor, just as you would prepare it traditionally.”
Sales Performance and Loyalty Opportunity
The product’s sales performance validates its market power: the Adobo para Birria has quickly become one of Chef Merito’s top sellers, a category historically dominated by their carne asada and chicken seasonings.
The retail version has held the “Best Seller” tag on Amazon since its launch over two years ago, quadrupling sales in comparison to the brand’s established top-selling products.
For the B2B partner (retailers and meat departments), this demand translates into predictable sales success, especially in two key applications:
- Pre-Marinated Meat Trays: The trend of younger generations preferring pre-marinated meats is driving demand at the meat counter.
- Home Preparation: The adobo makes it easy for Hispanic families to prepare birria for celebrations, especially leveraging convenience trends like crock pots.
Chef Merito offers a 22-pound bucket and cases of six 18-ounce jars, ensuring partners can meet the rising demand for a flavor that is rapidly becoming a household staple.
Related Article: Chef Merito Presents Their Meat Flavor Experts Program
Birria Takes Center Stage
- Adobo Flavor Profile: Provides a key flavor base with a perfect harmony of smokiness and heat, elevating traditional birria (goat, beef, or lamb).
- Versatile Use: Ideal for braising, marinating, or seasoning for dishes like tacos and consommé.
- Top Trend: Birria ranked first place on the National Restaurant Association’s 2024 Top 10 Trends Overall.
- Creative Applications: Beyond traditional stews and tacos, creatives have incorporated the spicy, sweet, smoky flavor into sandwiches, nachos, poutines, and pasta.
- Social Media Popularity: Tastewise data identifies tacos, birria tacos, soup, and quesabirria as top ingredients by social share.