Siblings do six-figure sales from Mexican-American chilito candy

Last summer season, the Jimenez siblings, JJ and Rudy, thought it could be actually candy if they might make some further money by promoting their do-it-yourself Mexican-American candies to family and friends, and possibly just a few followers on social media.

A yr later, what began as a side-hustle is a full-time enterprise with six-figure annual income, referred to as Enchilositos Treats, which now ships spicy and sour-sweet candy concoctions all throughout the nation.

JJ, 26, and Rudy Jimenez, 19, began making the treats, referred to as chilitos, or dulces enchilados — sour-sweet candies like Skittles, Sour Patch Kids, or Gushers coated with conventional Mexican spices like chili powder and chamoy — after they noticed others doing it in viral movies on social media.

"We kind of looked at each other and had that first little bite," Rudy says. "[And, JJ said,] 'we can do something with this…. Let's start trying to sell it to our friends and family and just locals if we possibly can." 

Within its first 12 months, Enchilositos Treats introduced in over $105,000 in income from on-line sales.

JJ and Rudy Jimenez coat candy and bitter candies, like Gushers, with conventional Mexican spices, together with chamoy paste and chili powder.Source: CNBC Make It Video

"It started off as a side hustle…our goal was not to make a lot of money or even get big. It just did it on its own," JJ says. "Once you try them, you just fall in love."

How they acquired began

Initially, Rudy needed to make the candy to attempt them — the mixture of frequent American snack meals with Mexican spices reminded her of her and her brother's childhood rising up in Southern California with their Mexican immigrant mother and father, who put Mexican spices on loads of meals, together with fruit.

"The way we grew up, our parents always kind of told us to make [things] ourselves, if we were able to," she says.

And at first, JJ wasn't certain about his sister's thought to promote candy. "I thought it would just not work out," as a result of he frightened spicy Mexican candy couldn't evaluate to the sweetness or bitter flavors of American candy.

But after making their first batch with Gushers and different gummy candies coated in chamoy (a spicy-sweet paste made from pickled fruit and chiles), chili powder and different spices, "it was delicious," he says.

The siblings began the candy enterprise with substances purchased at their native grocery retailer and blended within the kitchen of their mother and father' small house in California. (They have since moved to  Brenham, Texas, about an hour exterior of Houston.)

They made an Instagram web page to promote their treats in June 2020, and a day later, they are saying the account had over 100 followers and other people had been messaging them to order luggage of candy. (Now, that very same account has practically 16,000 followers.)

While Rudy was wrapping up her highschool diploma, JJ had already dabbled in a wide range of jobs, together with working for varied eating places and at a producing firm, in addition to delivering meals for GrubHub. He additionally had a side-hustle reselling objects on eBay, from toys to DVDs to purses his mom purchased at yard sales.

That expertise gave him the boldness to attempt beginning his personal enterprise with Rudy.

JJ had saved a bit of bit over $10,000 from his varied jobs, and he invested that into their new enterprise enterprise, together with constructing an internet site to make it simpler to deal with on-line orders, in addition to branded packaging and delivery supplies to ship their treats to extra prospects exterior of their native market.

That similar summer season, Rudy started reaching out to social media influencers. The greatest by far who responded was Yasmin "BeautyyBird" Maya, a Mexican-American magnificence vlogger who additionally occurs to be from Carpinteria. After Maya promoted the Jimenez siblings' candies to her 1.1 million Instagram followers, JJ and Rudy noticed an inflow of orders on social media.

Within just a few months of launching, JJ says he and Rudy would often common 30 candy orders per day (60 on a extremely good day), which they’d make recent every day and ship themselves.

"As we kept progressing through the months and getting more and more orders, we were like, 'That's crazy,'" Rudy says now.

As the orders mounted, and JJ and Rudy spent a lot of their days making and delivering candy, JJ stop his job at a producing firm — roughly three months into the enterprise and in the course of the pandemic — to concentrate on Enchilositos Treats full-time. 

Rudy, who’s attending cosmetology faculty however plans to focus solely on Enchilositos Treats as soon as she graduates, admits she was "a little bit scared" when her brother informed her he'd stop his job, as a result of it put extra strain on their enterprise to succeed.

"It was a big moment where I was like, 'OK… if you already did it, let's just go for it, then. And we have to put all our effort into this little business that we just started,'" Rudy says.

Rudy Jimenez, co-owner of Enchilositos Treats, poses with a few of the Mexican-American candies she makes together with her brother, JJ, and sells on-line.Source: Enchilositos Treats

Sweet success

A yr later, JJ's gamble has paid off, with Enchilositos Treats rising right into a enterprise with six-figure sales, even with simply the brother and sister (who’re each co-owners) as the one two workers.

In December, the siblings moved with their mother and father to Brenham, Texas to deal with with a "pretty big kitchen" in addition to greater than sufficient space for storing for substances and delivery supplies, Rudy says. (The transfer had already been within the works pre-candy enterprise.) They've additionally minimize out native deliveries so as to focus all of their time on delivery on-line orders.

"Now we're able to sustain ourselves with it and pay off our bills and things like that," JJ say. "And we're hoping to continue to grow bigger and bigger."

JJ and Rudy Jimenez carry packing containers of Enchilositos Treats candies to be shipped to prospects throughout the nation.Source: CNBC Make It Video

Now the Enchilositos Treats web site provides a wider vary of spice-covered candies, together with Jolly Ranchers, Gushers, Fruit Roll-Ups, Nerds, gummy bears, gummy peach rings, and lots of others. Prices begin at $4 for a 4-ounce bag of candy. JJ and Rudy say they hold roughly half of that quantity after factoring in the price of items, which incorporates shopping for the brand-name candies in bulk at grocery shops like Sam's Club.

JJ and Rudy additionally promote a few of their spice mixes and pastes individually.

As on-line orders from prospects have rolled in from everywhere in the U.S. (and, they've even had order requests from Canada and Mexico), JJ and Rudy shortly realized how many individuals need to attempt the candy, whether or not it reminds them of the flavors of their childhoods or in the event that they're simply intrigued by an attention-grabbing new taste mixture that crosses between cultures.

Their enterprise has been standard sufficient that JJ and Rudy are even hoping to open a bodily location. "It's time for us to be able to do that, so we're ready to be able to open up a location very soon here in Texas," Rudy says.

—Additional reporting contributed by Emma Fierberg

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