Currently, a naturalistic trend has been generated in the world, which consists in the increase in the consumption of herbal products, such is the case of fillets based on muña and culen that, thanks to their curative and digestive properties, help to combat gastritis. This trend allowed to find a market in which the project can be developed. To determine the specific demand of the present study, the historical data of a substitute product (green tea) was analyzed to find the apparent internal demand. Projected this trend with a linear regression (2021 to 2025) and segmenting it under the urban population over 16 years of socioeconomic levels A, B and C of Metropolitan Lima and data collected from the survey as intensity, intention and preference factor. The ranking of factors for macro localization and micro localization was used in order to find the most suitable place for the impleme...