Palapa Azul's Success Rooted in One of Mexico's Most Flavorful and Refreshing Traditions

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Palapa Azul proves that authenticity and attention to quality can turn a culinary tradition into a great success in the competitive US marketplace.

In Mexico food is a tradition that brings people together and a paleta always creates the perfect occasion. A paleta is a Mexican frozen fruit bar served in a “Nevería” or “Paletería,” a Mexican ice cream parlor. All across Mexico, people gather at their local Neverías for paletas in exotic flavors.

Paletas come in flavors that reflect the many tastes and regional traditions of México. In the tradition of Mexican Paleteros, the bars are handcrafted using a unique combination of fresh fruits and spices that create a flavor experience unlike any other. The natural, high-quality ingredients used in true Mexican paletas have earned them a very loyal following and a reputation as the “ultimate” Mexican treat.

With a growing Hispanic population and an explosion in the taste for ethnic foods, a new market for this high quality, popular Mexican tradition is emerging. The US market lacked a product that offers both the authenticity and quality of traditional paletas and meets the high standards of the American marketplace.

Palapa Azul was created to satisfy the need for authentic, high quality Mexican desserts, while also offering consumers a healthy experience. In the tradition of Mexican Paleteros, Palapa Azul bars are handmade using only fresh fruit and all natural ingredients and spices. The bars contain no preservatives and are non-dairy and parve kosher, making them appropriate for consumption by a multitude of people with various dietary requirements.

A top-tier Mexican visual design firm well known for its great ability to integrate strong ethnic design values with a modern feel created the Palapa Azul packaging. The design firm modeled the logo after storefront signs in small villages where local artists called “rotulistas” create, by hand, unique designs for each store.

Its premium ethnic positioning and distinctive visual brand identity sets Palapa Azul apart from other frozen novelty items. Its striking package design reinforces the promise of the brand: to bring the delectable, authentic flavor of Mexican frozen fruit treats to the US. Its natural, intense taste always leaves people asking for more.

The Frozen Novelty Market

Palapa Azul’s products address the rapidly growing frozen novelty market. The frozen novelty market has grown at an annual rate of over 7% in the last five years and has outpaced the ice cream market’s total growth. In 2001, novelties sales grew 7.1% to $4.7 billion (all channels), versus a year-on-year dollar sales drop of over 2% for the packaged ice cream market.

Palapa Azul, Inc.

Palapa Azul is a Hispanic owned and operated company based in Los Angeles and a member of NASFT (National Association of the Specialty Food Trade).

Michel Algazi and Roni Goldberg founded the company in early 2002 on the conviction that there was a great need for high quality, ethnic inspired frozen desserts in the U.S. They have since made it their mission to fill this need by introducing a part of México’s rich cultural heritage to consumers.

Palapa Azul bars come in nine different flavors in both single-bar and 3-bar pack presentations: Mango, Grapefruit, Mexican Papaya, Cantaloupe, Watermelon, Pineapple, Strawberry, Mango-Chile and Cucumber-Chile.

By combining tradition with modern needs, Palapa Azul has revived a vibrant Mexican tradition embraced by non-Hispanics and Hispanics alike. The company aims to turn Palapa Azul into the most unique, irresistible and high-quality ethnic-Mexican dessert brand in the U.S.

Whole Foods and many other high-end specialty merchants on both U.S. coasts - carry Palapa Azul products. Specific selling location information can be found on the company’s website at


Darren Jordan

the jordan agency


Email: [email protected]


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