YAX Snacks, from Mérida to retail

01 · Executive summary

A kitchen prototype became a retail brand in two countries.

Starting point

A batch of tortilla chips made in a kitchen in Mérida with chaya, a leafy green that has a long history in Maya cooking.

What we did

We developed the product, brought a chaya-processing pilot plant into operation, secured the manufacturer's export certification, produced the packaging, and set up the supply chain from Mexico to the United States. We then secured three distribution partnerships and managed onboarding.

Result

YAX reached shelves in three U.S. markets and in Yucatán, Mexico.

Exhibit 1. Scope of work, from ingredient to shelf

02 · Product development in Mérida

The product began with one ingredient and kept it at the center.

The idea for YAX began on a trip to Mérida, Mexico. At Mercado Lucas de Gálvez we bought chaya, a leafy green sometimes called tree spinach that has a long history in Maya cooking.

We cooked and chopped the chaya, folded it into fresh masa made from nixtamalized corn, and fried it. That first batch gave us a recipe we could taste, refine, and share with potential production partners.

Flew to Yucatán. Drove everywhere. Ate everywhere. Cooked stuff.

Right Lane, on the first trip

Chaya stayed at the center of the product as we developed five flavors inspired by Yucatán. That choice also shaped where we sourced ingredients and how we introduced the brand to buyers.

From prototype to production

A working prototype gave us and our suppliers a shared reference for the flavor, texture, and appearance the production process had to deliver.

YAX product and sourcing story →

03 · Manufacturing and supply chain

We built the supply chain from the farm to the distributor.

Ingredient sourcing and processing

We secured chaya from local farms, including farming families in Tekax, Yucatán, and brought a pilot plant for chaya processing into operation.

Manufacturing and export certification

We selected a local tortillería to manufacture the recipe and worked with its team to secure export certification for the U.S. market.

Packaging production and logistics

We worked with an overseas printer to produce the retail bags for the five-flavor lineup and set up the logistics for moving finished product from Mexico to the United States.

The operating plan connected ingredient sourcing, chaya processing, manufacturing, and packaging with cross-border shipments and distributor deliveries. We also developed pricing and positioning for the U.S. and Mexican markets.

04 · Brand development and retail launch

YAX reached shelves in three U.S. markets in under six months.

We developed the YAX identity, packaging, website, social presence, and sales and marketing materials. The packaging introduced chaya, made the tortilla chip format clear, and gave each flavor a distinct look.

Distributor onboarding and retail placement

We secured and onboarded three distributor partners. YAX reached shelves in three U.S. markets in under six months, according to the YAX team, and also secured retail placement in Yucatán, Mexico.

Exhibit 2. Industry recognition

05 · Sales and marketing materials

The same identity runs from the buyer sell sheet to the shelf.

The buyer sell sheet presents the assortment and product details for retail conversations. Launch artwork, in-store displays, and branded merchandise carry the same identity into customer-facing materials.

06 · Working with Right Lane

We don't really like business. But we know it.

We support founders and innovation programs with the work required to bring a product or service to market. An engagement can start with a prototype, an upcoming buyer meeting, or an existing offer that needs a clearer position.

For a founder workshop or a project inquiry, tell us about the product, program, or market opportunity you're working on. Say hello →