Coffee-mate is now adding to the list of major companies that are trying to target the U.S. Latino consumer market.

The non-dairy coffee creamer makers have recently released two new flavors: Mexican chocolate and dulce de leche. The flavors sound delicious, particularly since they are associated with brands like La Lechera and Abuelita, that are popular in Latin American countries. However, the marketing for the products is stereotypical.

Coffee-mate uses words like “hot”, “spicy” and “steamy,” digging a deeper hole into the sexualized Latino/a cliche we’re constantly being subjected to — I’m still having flashbacks of Sofia Vergara rotating on a pedestal.

Let’s hope the next brand to explore the Latino market has more originality.