The New York Times Honestly Just Discovered Tajín And Their Love For It Is Kind Of The Sweetest
Tajín is a special chile y limon spice mix that is as much a part of Mexican culture as elotes and paletas. You can use it on so many different foods and the most obvious choice is on fresh fruit. That brand of salty sweet crystals that you put on top of pieces of fruit is fast becoming the recognizable spice of choice for chefs and foodies around the U.S. It is just one way that Latino culture is permeating American culture.
The New York Times is finally giving Tajín, the most iconic Mexican kitchen staple, a moment to shine in the national spotlight.
Any Mexican and Mexican-American will swear by this seasoning. It is everywhere and on everything. The taste of the spicy-lime flavor amplifies the naturally sweet flavor of ripe fruit and gives a deep profile to frozen paletas on hot summer days. The aroma wafting out of a freshly opened bottle will change the world as you know it.
The New York Times recently published an article praising the bright red chile salt and, honestly, it’s about time.
Tajín has been around for over three decades, since 1985. However, the iconic concoction didn’t break into the U.S. market until 1993. It is literally as well-known and adored by Mexican families as Chamoy, a sauce created using fermented chiles and fruits also used on all kinds of foods.
Legit, people never leave their house without this seasoning because you never know when you’re going to need it.
Legions of ride-or-die Tajín fans have been sprinkling the seasoning since they were kids. It’s almost a rite of passage—start off with fruit and then as you get older, rims of margarita or cocktails get a dash of Tajín. It’s the cycle of life so many Mexicans and Mexican-Americans have enjoyed.
The article, written by Daniela Galarza, gave people a look at the history of the incredible seasoning.
If sprinkling tajín is a lifestyle, then everyone from your corner bionicos shop that has just the right amount of red dusting on your spears of pepino and chunks of sandia, to Bon Appetit magazine’s recipe listings, are stanning tajín—just the way food royalty should be treated, tbh.
It’s one of the most spectacular fandoms known to the food world.
The article explains that even though the company was founded in Guadalajara in 1985, the U.S. has become a massive market. According to The New York Times, 40 percent of the market for Tajín is in the U.S. where Mexican-Americans make up 11.3 percent of the total U.S. population. Mexican-Americans also make up 63.2 percent of the Latino population in the U.S.
In case you weren’t sure, the love for Tajín is so strong and transcends man-made borders.
“I can’t even imagine a time before Tajín, or before salts flavored with lime and chile,” Mariana Gomez Rubio, a culinary consultant in Mexico City told The New York Times.
This social media user said the red seasoning was there for her when she had a health condition.
The popularity of this chile-flavored salt (its main ingredients include dried chiles de árbol, guajillo and pasilla, dehydrated lime and salt) that has its roots in Zapopan, Jalisco.
And it looks so good when it is used appropriately, which it is hard to use it inappropriately.
It is a great way to make sure that you are eating all of your fruits and veggies. After all, we could all be eating more of the heathy stuff and is this makes it easier, then why now.
Imagine coming across these spice and citrusy cucumbers in your house after a long day at work.
Grab a tissue so you don’t drool on your phone. We know you can’t get enough of Tajín and that is normal. We all have a love affair with this one-of-a-kind treat.
Recipes for everything from desserts (this innovative chef paired the chile-lime salt with chocolate and bananas to make fluffy banana bread) to NYT reader-suggested pineapple chunks have been making the Internet and social media rounds from true fans.
The sight of red chile sprinkled #TajinMoments is only going to increase. The brand has announced collabs with Pinkberry, On the Border spiced tortilla chips, and Snak Club for peach ring candy, peanuts and trail mix.
The company is betting on its continued success and is expanding into a larger facility in Jalisco later this year. It has also started looking into making a push into Pakistan, India, and Japan—countries that also like to use spices in their cooking.
Nice, nice—getting worldwide, Tajín!
Along with its buddies chamoy and Tapatio sauce, we see Tajín enjoying its golden days for years (and perhaps decades) to come around the world.
Are you a fan? Tell us your favorite tajín recipe in the comments and share this article with your friends!