American grocery chain Publix Super Markets will launch a line of store-brand Hispanic products this year, tapping into more of the growing purchasing power and influence of American Hispanics and introduce these products to non-Hispanic customers.

Publix will offer items like frozen plantains and ready-to-eat black beans, and marinades, in addition to specialty-baked goods like flans and cakes. The new line will compete against established brands at all stores, but will offer about a 10-30% savings to consumers.

Hispanics tend to spend more and shop more frequently than non-Hispanics, according to the Food Marketing Institute, and tend to seek out those stores that stock their favourite authentic food items. Publix will introduce the items via weekly fliers, messages at the checkout and in-store promotions.