El Sabor, the Greek tortilla chip, is now available in more stores in Malaysia. I first saw this chip at the Cold Storage in Mid Valley. The tortilla chip segment is seeing some activity following the arrival of made-in-China Mission Foods tortilla chips by Mexico’s Gruma, the biggest maker of corn flour and tortillas in the world. El Sabor is the latest player in the market and is priced at the premium level.
Store Check, 6 July 2014 at Aeon Big Bandar Tun Hussein Onn
| Gram | RM | RM/KG | |
| El Sabor Nacho | 100 | 6.0 | 60.0 |
| Chacho’s Cheesy Cheese | 185 | 5.3 | 28.6 |
| Chacho’s Spicy Curry | 80 | 2.7 | 33.8 |
| Mission Tortilla | 160 | 6.5 | 40.6 |
| Mission Tortilla Tomato | 65 | 2.7 | 41.5 |
In Malaysia, Tortilla chip is competing with potato crisps as there is no tradition of eating tortilla chips in dips. To break free from having to compete with the more popular potato crisps, the key challenge right now is the make dips more affordable and start serving tortilla chips with dips.The other approach is to use easily available, affordable local ingredients eg mayonnaise and curry powder to make dips at home.
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