Siete Family Foods

What Siete Family Foods does

Siete Family Foods is a Mexican-American food brand founded in 2014 in Austin, Texas by Veronica and Miguel Garza, operating as Garza Food Ventures LLC. The company produces heritage-inspired, better-for-you food products centered on grain-free tortillas made with alternative flour blends (almond, cassava, chickpea, coconut), and has expanded to 80+ SKUs spanning corn tortillas (including Maíz organic and Sourdough Style varieties), tortilla chips, kettle-cooked potato chips, puff snacks, taco and fajita seasonings, refried beans, salsas, botana and enchilada sauces, and grain-free cookies. All products are positioned as gluten-free, grain-free, vegan, and Non-GMO, with the grain-free dough technology functioning as the core proprietary formulation platform. The brand sells through an omnichannel model with roughly 85% of revenue from physical retail across approximately 40,000+ U.S. stores (Whole Foods, Target, Sprouts, Costco) and approximately 15% from a direct-to-consumer channel at sietefoods.com featuring a Subscribe & Save option at 10% recurring discount, supplemented by emerging foodservice (Southwest Airlines) and shoppable-video (Instacart Immersive Feed) channels.

The business is family-controlled and was acquired by PepsiCo in January 2025 for $1.2 billion, after a prior $90 million growth equity round from Stripes Group in 2018. PepsiCo's acquisition provides access to Frito-Lay's distribution network spanning 37,000+ stores, with projected $50 million in annual cost synergies and 10-15% revenue growth targets. The company serves two primary customer personas: affluent health-conscious consumers aged 25-45 (some with autoimmune or gluten-related conditions driving household purchases), and Hispanic-American households seeking heritage-aligned foods with modern dietary attributes. Geographic mix is currently 92% U.S. (concentrated in Sun Belt and West Coast), with stated expansion plans to Canada, Mexico, Europe, and the Middle East by 2026.

Post-acquisition, Siete is pursuing category expansion into kids' meals via a Little Spoon partnership, foodservice via Southwest Airlines, and international markets via PepsiCo's distribution network. Pricing supports a 20-40% premium over conventional grain-based competitors, anchored by brand equity and clean-label positioning. The business claims approximately 80% share of the U.S. grain-free tortilla sub-category and targets $1 billion in revenue by 2027, with current annual retail sales estimated at approximately $500 million.

Name

Siete Family Foods

Legal name

Garza Food Ventures LLC dba Siete Foods

Website

https://sietefoods.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

101–250 employees

Short description

Siete Family Foods, founded in 2014 in Austin, Texas, is a Mexican-American food brand producing heritage-inspired grain-free tortillas, chips, snacks, seasonings, and sauces sold in 40,000+ U.S. retailers and via DTC; the company was acquired by PepsiCo in January 2025 for $1.2 billion.

Ownership category

akta.pro rank

Product category

Better-for-you Mexican-American packaged foods (tortillas, chips, snacks)

NAICS

Tortilla Manufacturing (31183), Cookie, Cracker, and Pasta Manufacturing (31182), Food Manufacturing (311)

SIC

Bakery Products (2050), Cookies & Crackers (2052), Food And Kindred Products (2000)

akta.pro primary industry

Tortilla & Corn Chips Manufacturing (AFAKAIAB)

akta.pro secondary industries

Specialty Snack Foods Manufacturing (Ethnic/Regional, Gourmet, Functional) (AFAKAIAO), Dips, Salsas, Relishes & Chutneys Manufacturing (AFAKADAM), Chips & Savory Snacks (Potato, Tortilla, Extruded) (CRADABAE)

Keywords

• Grain free tortillas
• Gluten free snacks
• Mexican American food
• Better for you chips
• Heritage inspired tortillas

Headquarters

HQ city

Austin

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Operations

Revenue model

1. Physical Retail Grocery Sales: Approximately 85% of revenue from physical retail sales through major grocery chains, natural retailers, and mass-market stores. Products sold at approximately 40,000+ U.S. retailers including Whole Foods, Target, Sprouts, and Costco, with suggested retail prices ranging from $4.99 to $6.99 per package.
2. Direct-to-Consumer (DTC): DTC e-commerce channel accounting for approximately 15% of revenue. Operates as an innovation lab for new product launches. Offers Subscribe & Save model with 10% recurring discount. Siete Small Batch DTC drops drove a 40% increase in webstore monthly recurring revenue.
3. Foodservice / In-Flight Retail: Partnership with Southwest Airlines to offer Siete Mini Grain Free Mexican Wedding Cookies as co-branded in-flight snack, selected from over 200 options through passenger testing. Rollout began April 21 with full launch June 18.

Pricing tiers

Go-to-market motion3 records

Distribution channels8 records

Marketing channels6 records

Core offering

Siete Family Foods manufactures and sells heritage-inspired Mexican-American food products, including grain-free and gluten-free tortillas (almond, cassava, chickpea, and Maíz organic corn varieties), tortilla chips, kettle-cooked potato chips, puff snacks, taco and fajita seasonings, salsas, botana and enchilada sauces, refried beans, and grain-free cookies. The portfolio is built around proprietary grain-free dough technology using alternative flour blends and is positioned at the intersection of Mexican-American culinary tradition and better-for-you dietary needs (gluten-free, grain-free, vegan, non-GMO).

Product overview

Siete Foods is a Mexican-American food brand that offers a diverse portfolio of heritage-inspired, better-for-you food products centered around tortillas, chips, snacks, seasonings, sauces, beans, and sweets. The company's core products are grain-free tortillas (made with almond, cassava, and chickpea flour) that originated from a family health journey. The product line has expanded to include Maíz organic corn tortillas, corn and grain-free tortilla chips, kettle-cooked potato chips, puff snacks, comprehensive taco and fajita seasoning kits, refried beans, multiple salsa varieties, botana sauces, enchilada sauces, and grain-free cookies. All products emphasize thoughtfully selected ingredients, Non-GMO certification, and accessibility for consumers with dietary restrictions like gluten-free and grain-free needs. The brand positions itself at the intersection of Mexican-American culinary heritage and modern health-conscious consumer preferences.

Differentiator

Problem solved

Functional benefit

Brands

• Siete Small Batch: Limited-edition and specialty products including baking mixes, seasonal items, and experimental flavors.
• Juntos Fund

Products and services

• Grain Free Almond Flour Tortillas The founding product of Siete Foods, made with almond flour and grain-free, gluten-free, vegan, and Non-GMO. Connects consumers to Mexican-American culinary heritage while accommodating dietary restrictions.
• Grain Free Cassava Flour Tortillas Grain-free tortillas made with cassava flour, coconut flour, and coconut oil. Pliable and versatile alternative for consumers avoiding grains.
• Grain Free Chickpea Flour Tortillas Grain-free tortilla made with chickpea flour, offering an alternative for consumers seeking grain-free options while maintaining traditional tortilla functionality.
• Siete Maíz Organic Yellow Corn Tortillas USDA organic, gluten-free, vegan, and Non-GMO corn tortillas made with organic yellow corn. Expansion of Siete into traditional corn tortilla with health-conscious attributes.
• Siete Sourdough Style Tortillas Gluten-free tortillas with a sourdough style flavor profile, offering a heritage-inspired option for consumers avoiding gluten.
• Taco Shells Both Grain Free and Maíz Corn taco shells for taco preparation.
• Maíz Corn Tortilla Chips (Various Flavors) Corn tortilla chips made with organic corn and avocado oil, available in multiple flavors including Sea Salt, Three Cheese Nacho, Lime, Taco Seasoning, and Mexican Street Corn.
• Grain Free Tortilla Chips Grain-free tortilla chips made with alternative flours, available in Sea Salt, Nacho, Jalapeño Lime, and Dip Chip varieties.
• Kettle Cooked Potato Chips Premium kettle-cooked potato chips in bold Mexican-inspired flavors including Sour Crema & Onion, Habanero Hot Honey, Spicy Dill, Fuego, Queso, Chipotle BBQ, and Hint of Serrano Sea Salt & Vinegar.
• Grain Free Puff Snacks Grain-free puff snacks made with lentil flour, offering bold border-town flavors in Queso, Chile Lime, and Fuego varieties. Vegan and inspired by traditional chicharrones.
• Taco and Fajita Seasonings Comprehensive line of seasonings including Mild Taco, Spicy Taco, Beef Fajita, Chicken Fajita, Al Pastor, Carnitas, Lemon Pepper Fajita, and Mexican Rice mixes.
• Refried Beans Vegan refried beans including Black, Ranchero, and Pinto varieties, made with organic beans and avocado oil.
• Salsas Line of salsas including Mild Salsa Roja, Spicy Salsa Roja, Salsa Soleada, and Salsa Cremosa.
• Botana Sauces Versatile sauces including Jalapeño, Chamoy, Traditional, and Habanero varieties inspired by Mexican snack shop flavors.
• Enchilada Sauces Green and Red Enchilada sauces for traditional enchilada preparation.
• Grain Free Cookies Heritage-inspired grain-free cookies including Mexican Wedding, Mexican Double Chocolate Chip, Mexican Shortbread, and Fresas con Crema varieties. Made with almond flour and other alternative flours.
• Siete Small Batch

Quantifiable outcome

• 40,000+ U.S. retail stores with 80%+ share of grain-free tortilla sub-category
• +3 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Four partnerships are on record, tiered minor.

• InstacartminorGTM or Marketing Partner · 22 June 2026Siete Foods is one of the first brand partners piloting Instacart's new Immersive Feed short-form vertical video advertising platform. The 9:16 format videos (5-30 seconds) enable customers to browse and shop meal ideas directly within Instacart's retail storefronts, pairing recipe content with add-to-cart functionality for a seamless discovery-to-checkout journey.
• Curry Boys BBQ, Naco, Teddy's BarbecueminorGTM or Marketing Partner · 8 May 2026Siete Foods' annual Backyard Asada Season community event partnering with local Austin BBQ restaurants (Curry Boys BBQ, Naco, and Teddy's Barbecue) for a carne asada dinner featuring live music, photo booth, and kids' crafts from Thinkery. All ticket proceeds donated to a nonprofit organization.
• Southwest AirlinesminorChannel Partner/ Reseller/ Distributor · 20 April 2026Siete Foods entered a partnership with Southwest Airlines to offer Siete Mini Grain Free Mexican Wedding Cookies as an in-flight snack option for Extra Leg Room customers starting April 21. The cookies were selected from over 200 snack options during passenger testing. Full launch with co-branded packaging is scheduled for June 18.
• Little SpoonminorStrategic or Co-development Partner · 22 August 2025PepsiCo-owned Siete Foods partnered with children's food maker Little Spoon to debut Latino-inspired kids' meals including Chicken Taco Biteables and Beef Taco Smash Plates, expanding into the kids' meals category.

Scale indicators10 records

Recent moves6 records

Expansion highlights2 records

Broad incumbents

• Mission Foods: Largest U.S. tortilla manufacturer (owned by Gruma), dominant in conventional corn and flour tortillas. Direct category competitor to Siete in the broader tortilla aisle, though Siete differentiates in the grain-free/gluten-free sub-segment.
• Old El Paso: General Mills' Mexican food brand spanning tortillas, taco shells, seasonings, and kits. Direct competitor in the U.S. Mexican food category with comparable product breadth, though positioned at mainstream rather than premium-better-for-you price points.
• Frito-Lay: PepsiCo's salty-snack division (Fritos, Tostitos, Lay's) — now Siete's corporate sibling following the acquisition. Competes with Siete in tortilla chips and broader snacking but at mainstream price points and scale.

Direct peers

• Simple Mills: Better-for-you baking brand (almond flour crackers, cookies, mixes) competing head-to-head with Siete in the gluten-free, clean-label snack and baking aisles with overlapping consumer demographics.
• Late July Snacks: Organic, better-for-you tortilla and potato chip brand (owned by Utz) targeting health-conscious consumers. Closely comparable to Siete's chips portfolio and premium positioning in the natural channel.
• Guerrero Tortillas: Mass-market corn and flour tortilla brand (Gruma) competing in the conventional tortilla category where Siete's Maíz line is now also positioned.

Emerging players

• Mary's Gone Crackers: Gluten-free, grain-free cracker and cookie brand using alternative flours. Closely aligned with Siete's clean-label, grain-free positioning and overlapping better-for-you consumer segment.
• Udi's Gluten Free: Pioneer gluten-free brand (owned by Boulder Brands/Conagra) spanning breads, tortillas, cookies, and snacks. Overlaps with Siete in gluten-free tortillas and the broader better-for-you consumer segment.
• Bobo's: Better-for-you oat-based bar and baked snack brand. Comparable better-for-you positioning and natural-channel distribution footprint, though different core product format.

Others

• Casa Mamita: Target-owned private-label Mexican food brand sold at major retail. Represents a private-label competitive threat to Siete in the gluten-free and better-for-you sub-segments within Target stores.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/SieteFoods
• Instagraminstagram.com/sietefoods
• Pinterestpinterest.com/sietefoods
• Xx.com/sietefoods
• LinkedInlinkedin.com/company/siete-family-foods

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds1 record

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Siete Family Foods