Inspired by and infused with the sights and sounds of New York City, Dreams Aren’t This Good is a new salsa brand available in NYC and online.

Founded by Matt Bennett, he’s a New Yorker and design buff inspired by the sights and sounds of the city. Working with a team of graphic designers to design labels inspired by the colors of the New York City subway system, the brand features one-of-a-kind salsa flavors. It’s stand-out appeal.

Flavors include The OriginalThe Fighter (garlic cilantro), Just Dance (jalapeño pineapple), Now or Never (avocado pepper), and Girls Girls Girls (blueberry coconut). Focused on flavors, not heat levels, all salsa flavors and tortilla chips are gluten free, vegan and contain no preservatives.

And bonus! Each salsa flavor pays homage to pop culture, having been named after favorite pop songs. The Fighter (garlic cilantro) for the Gym Class Heroes song, Just Dance (jalapeño pineapple) for the Lady Gaga song and Now or Never (avocado pepper) for the Outasight song.

Like every other transplant to NYC, the brand has big aspirations. DREAMS AREN’T THIS GOOD aims to develop many more salsa flavors and eventually become the “Ben & Jerry’s” of salsa.

The flavors are unique and original enough to stand out from other salsa brands, especially the mass-produced ones more readily available in NYC grocery stores.


“Between my upbringing in Southeast Texas and being a student at Louisiana State University (LSU), I started making salsa by mixing Mexican style with a little Cajun spice. As I experimented with different ingredients and flavors, the salsa was always a huge hit with everyone, and I knew I had something,” said DATG Founder Matt Bennett.

“After traveling around the world and experiencing different cultures, I settled in New York City’s East Village and quickly discovered that the salsa selection on store shelves was limited and lacking in quality. So, I decided to start making my own salsa again, building a new type of brand in a space that is stale and DREAMS AREN’T THIS GOOD was born.”

“Our flavors push boundaries with each one being its own experience.  Hopefully, people find them as inspiring as we do when creating them.”


Born on the Bayou and perfected in the Big Apple, DREAMS AREN’T THIS GOOD combines flavors of the South with the sounds and styles of the city that never sleeps.

DATG offers the freshest clean-label & shelf-stable salsa and tortilla chips on the market, creates content and packaging that connects with consumers in aa design-savvy way.

And for each jar or bag sold, DATG donates $.05 to partner philanthropies including Hunger Free America, MTV Staying Alive Foundation, The Center NYC, The Association of Community Employment Programs for the Homeless (ACE), Girl Up and LIFEbeat.

Pick up a jar of the salsa at select grocery stores in NYC or online at dreamsarentthisgood.com.

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