I find it fascinating if sometimes perplexing when restaurant brands cross over into packaged goods. Celebrity chefs seem to be doing this more and more, I guess they hope to expand the reach of their brand. So in they strange fuzzy place between national brand and Private Brand you have the premium chef/restaurant brand. In this case it is Frontera the brand created to support the authentic Mexican juggernaut that is Rick Bayless. If you read often you may have realized by now that I am a bit of a foodie and love true celebrity chefs who actually cook, and Rick Bayless is as authentic as it gets. These redesigned handmade tortilla chip packages capture s unique and contemporary latin personality.
If you get a chance stop Rick’s restaurant Frontera in Chicago and enjoy some great food.
