STORIES & INSIGHTS | AUGUST 9, 2022

Alright, Ana thanks for taking the time to share your stories and insights with us today. We’d love to hear the backstory behind a risk you’ve taken – whether big or small, walk us through what it was like and how it ultimately turned out.

As someone who has always sought control in all aspects of my life, giving up a 20-year career as a lawyer was a huge risk. Something I never imagined I would do.

While being a lawyer is something I’m very proud of, it is only one facet of who I am. I knew that if I didn’t take the risk to launch my Skinny Latina brand, I would live to regret it.

Still giving up a steady income and taking a huge pay cut to do something I’ve never done before was pretty ballsy if I do say so myself. Needless to say, I didn’t feel like a badass when I first started. Still today despite the success of Skinny Latina, I second guess myself and am always surprised when a new purchase order comes in from any of the four thousand retailers where Skinny Latina proudly sits on the shelf alongside brands like Heinz and Hellmann’s.

I knew the condiments market was huge. A market that is expected to grow to over 30 billion dollars by 2025. Even a small market share of that seemed plausible. The condiment space is crowded with masculine looking grilling sauces and I wanted Skinny Latina to stand out on the shelves.
Well-meaning advisors suggested I stick to the tried and true. They said the brand might be off putting to male customers and that it skewed too Latin.

Being a hardcore believer in my own gut instincts, I rebranded Skinny Latina with a feminine yet fun label. The risk paid off. It resonated with both male and female consumers. Today Skinny Latina is a general market product and has been embraced by people of all genders and ethnicities. I love that young Latinas- perhaps future entrepreneurs can see themselves when they stumble across a bottle of Skinny Latina at their local grocery store.

Read the full interview here.