My understanding it’s more color than flavor. So it can be subbed.
Here’s what’s in the Goya brand :
MONOSODIUM GLUTAMATE, SALT, DEHYDRATED GARLIC, CUMIN, YELLOW 5, TRI- CALCIUM PHOSPHATE (ANTI-CAKING AGENT), CORIANDER, ANNATTO (COLOR), RED 40.
You can replicate this (minus the Tri-calcium, yellow 5 and annatto and red 40) by using MSG, salt, garlic powder, cumin, coriander and sweet paprika. If you really have some $$ toss in some saffron.
But here’s a recipe from Epicurious.
1 tablespoon garlic powder
- 1 tablespoon onion powder
- 1 tablespoon ground cumin
- 1 tablespoon ground turmeric
- 1/2 teaspoon ground black pepper
- 2 tablespoons salt
- 2 tablespoons ground achiote or sweet paprika
Hope this helps.