Daily Inspiration: Meet Annie Leal

Today we’d like to introduce you to Annie Leal.

Annie, we appreciate you taking the time to share your story with us today. Where does your story begin?
I was born and raised in Monterrey, Mexico. I never imagined I’d have to leave that life behind so suddenly, but due to unexpected circumstances, I moved to the U.S. in my early twenties. Starting over wasn’t easy—I was trying to find my way in a new country, far from everything familiar.

Eventually, I landed a job in corporate America and spent a few years building a career there. It taught me a lot and helped me prepare for the time when I had my own idea to build. That moment came when my dad was diagnosed with diabetes and had to give up chamoy and Mexican candy—a flavor so tied to our childhood and culture. Watching him give that up was heartbreaking, and I became obsessed with the idea of recreating it in a way he could enjoy.

I didn’t have any formal training in food, but I had passion, curiosity, and a lot of trial and error in my kitchen. I wanted a sugar-free, dye-free chamoy that still tasted like home. When I finally landed on the right formula, I shared it on TikTok, thinking a few people might care. Instead, thousands did. That’s how I Love Chamoy was born. It’s been a hell of a journey ever since!

Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Oh there’s been many struggles! It’s what keeps it interesting!

One of the biggest struggles was that I didn’t have a background in food science or product development. I had an idea and a mission, but turning that into a real, shelf-stable product that tasted great and met health standards took months of trial and error. I spent so many late nights in my kitchen tweaking the recipe, sometimes questioning if I’d ever get it right. Eventually I hired a food scientist (not cheap but highly needed) to help me get the formula down!

Then came the logistics. Once I had a formula, I had to figure out how to bottle it, label it, ship it, and make sure it stayed fresh. I was learning everything as I went—how to work with co-packers, navigate FDA regulations, find suppliers who shared my values (like avoiding dyes and added sugar), and manage inventory without overextending myself financially.

Another tough part was balancing the personal and professional. This brand started as something deeply emotional and tied to my family, so every decision felt high-stakes. I was pouring my savings, my energy, and my heart into this, all while wondering if people would care about a healthier version of chamoy. But the support from the community kept me going. Every message from someone who said, “I haven’t had chamoy in years and now I can enjoy it again”—that made the struggle worth it.

Can you tell our readers more about what you do and what you think sets you apart from others?
I’m most proud of building something that feels both deeply personal and widely impactful. Seeing I Love Chamoy on store shelves, reading messages from customers who hadn’t had chamoy in years, and watching my dad proudly deliver orders—it’s all surreal. I created this product out of love, and now it’s part of thousands of family kitchens across the country. That’s something I’ll never take for granted.

What sets us apart is our authenticity and community-first approach. We don’t just sell a product—we tell a story. We invite people into the process, we listen to our customers, and we make decisions with heart.

Do you have any advice for those just starting out?
If you’re just starting out—whether it’s a business, a passion project, or a complete career pivot—my biggest advice is: start messy. Don’t wait for everything to be perfect, because it never will be. When I launched I Love Chamoy, I didn’t have a food science degree, a business plan, or a perfect product. I had a mission, a kitchen, and a lot of determination. The key is to start, learn as you go, and keep listening—to your gut and to your community.

Something I wish I had known earlier is that momentum matters more than perfection. Sharing your story, showing the behind-the-scenes, and being transparent about the journey builds trust. People don’t just want a polished product—they want to connect with the why behind it.

Also: ask for help. You don’t have to know everything. Find people who know more than you do, ask questions, and stay open to learning.

Contact Info:

• Website: https://ilovechamoy.com/
• Instagram: https://www.instagram.com/shopilovechamoy/
• Other: https://www.tiktok.com/@ilovechamoy

Image Credits
I Love Chamoy