By Jorge Calvillo (staff@latinospost.com) | First Posted: Mar 27, 2014 10:37 AM EDT

The first pizza has not been delivered yet and it already caused a stir, laughter and controversy among Latinos living in southern states in the United States. A pizza called "La Chingona" from Pizza Patrón promises to be the biggest sensation in coming weeks.

The new option, very Mexican with jalapeños, has caused controversy among Latinos, and is at risk of cancelling its marketing campaign due to censoring or fines since the name is a word that might be considered a swearword among Latinos.

The brand director for Pizza Patrón, Adnrew Gamm, said that "La Chingona", which could be translated as "The Badass" in English; is a colloquial Mexican term that is not necessarily used to offend, and is used by Mexicans in a very common manner.

However, some franchise owners of Pizza Patrón have expressed their disagreement with the launch of "La Chingona", describing it as a blasphemy and an offensive terms for those who understand the double meaning of the word, and are refusing to add the "rude" name to their menus, according to Reuters.

Pizza Patrón seeks to increase its presence in the Latino market which in Texas alone represents $1.4 billion dollars, where the Latino population is 40 percent of the total population.

The pizzeria, based in Texas, has different franchises in states with a high percentage of Latino population, such as Florida, California and Arizona; states in which it seeks to promote its market with the controversial "La Chingona" on March 31.

"La Chingona", which consists of pepperoni slices and extra spicy jalapeños, has been banned in Latino media in the United States. Companies like Univisión and various radio stations have cancelled the broadcast of the promotional campaign in fear of being fined by the Federal Communications Commission (FCC).

Roberto Calderón, a professor of Mexican-American studies in the University of North Texas, warned that the new pizza might be a strong cause for division, saying currently, new generations don't consider the term to be offensive; however, older people might disapprove.

In some printed publications, Pizza Patrón has tried to soften the word, launching posters calling it "La Ch!#gona", with an exclamation sign replacing the "i" and a number sign replacing the "n".

We don't know what will happen on March 31 when "La Chingona" or "La Ch!#gona" is launched, what we do know is that the flavor will be great and with so much jalapeño it will conquer Latino palates without a doubt.

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