SOMOS Foods
SOMOS Foods is a US CPG company founded in 2021 selling ready-to-heat authentic Mexican products (sauces, beans, rice, salsas, chili crisp) via DTC e-commerce, Whole Foods, Target, and online marketplaces, serving consumers seeking traditional Mexican flavors and quick home preparation.
- Company typePrivate
- Founded2021
- HeadquartersAustin, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What SOMOS Foods does
SOMOS Foods (legal entity Somos Amigos) is a US-based consumer packaged goods company founded in 2021 and headquartered in Austin, Texas, that sells ready-to-heat authentic Mexican food products through direct e-commerce, grocery retail, and online marketplaces. The company was co-founded by Daniel Lubetzky, the founder of KIND Snacks, together with two former KIND Snacks executives (Miguel and Rodrigo), all three of whom grew up in Mexico and are positioned as the brand's culinary authority. SOMOS operates with a lean team of 1–10 employees and is privately held with no disclosed institutional investors.
The company's product portfolio spans approximately 25 SKUs across Mexican Chili Crisp condiments, cooking sauces (Red Enchilada, Green Enchilada, Taco Simmer, Al Pastor, Birria, Fajita), beans (refried, black, pinto, street corn, and beef tallow variants), rice products, and salsas. Products are differentiated by traditional Mexican preparation methods including nixtamalization of corn, fire-roasting of vegetables, and slow-cooked beans, packaged in microwave-ready pouches designed for 90-second to 3-minute home preparation. Multiple products carry Non-GMO, Gluten-Free, and Vegan certifications, and the company positions itself as a healthier, more authentic alternative to mainstream Mexican-American pantry products. The website navigation also references forthcoming product categories including Veggie Entrées and Burrito Bowls.
SOMOS runs a product-led growth model with a multi-channel distribution strategy spanning direct-to-consumer e-commerce (eatsomos.com), grocery retail (Whole Foods, Target), and online marketplaces (Amazon, Instacart, Hungryroot). Revenue is generated through one-time unit purchases at price points ranging from approximately $7.00 for 2-pack cooking sauces to $19.99 for 2-pack Mexican Chili Crisp Nuts & Seeds, with no subscription model observed. Marketing is anchored by organic social media presence across Facebook, Pinterest, Instagram, YouTube, and TikTok, an 80+ recipe blog, email newsletter signups, and earned media coverage in CNBC, Forbes, and the New York Times.
SOMOS Foods firmographics
Firmographics- Name
- SOMOS Foods
- Legal name
- Somos Amigos
- Website
- https://eatsomos.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- SOMOS Foods is a US CPG company founded in 2021 selling ready-to-heat authentic Mexican products (sauces, beans, rice, salsas, chili crisp) via DTC e-commerce, Whole Foods, Target, and online marketplaces, serving consumers seeking traditional Mexican flavors and quick home preparation.
- Ownership category
- akta.pro rank
SOMOS Foods industry classification
Industry- Product category
- Packaged Mexican Foods
- NAICS
- Mayonnaise, Dressing, and Other Prepared Sauce Manufacturing (311941), Food Manufacturing (311)
- SIC
- Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030), Food And Kindred Products (2000)
- akta.pro primary industry
- Ethnic & international prepared meals manufacturing (AFAKAHAG)
- akta.pro secondary industries
- Dips, Salsas, Relishes & Chutneys Manufacturing (AFAKADAM), Frozen Entrées & Complete Meals (CRADADAA)
Keywords
Where SOMOS Foods is headquartered
LocationHeadquarters
- HQ city
- Austin
- HQ country
- United States
- HQ region
- North America
Markets served
SOMOS Foods business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Direct Product Sales (E-commerce): SOMOS sells products directly to consumers through their website eatsomos.com. Products include Mexican Chili Crisp, cooking sauces, rice and beans, and salsas. Sales are one-time transactions for individual products and multipacks.
- Retail Distribution: Products sold through retail partners including Whole Foods, Target, and online marketplaces (Amazon, Instacart/Hungryroot). Revenue generated through wholesale distribution to these retail partners.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Mexican Chili Crisp Nuts & Seeds (2 Pack) |
| Unit Pricing | Pay-as-you-go | Refried Pinto Beans with Beef Tallow (2 Pack) |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels4 records
SOMOS Foods product offering
Product offeringCore offering
SOMOS Foods manufactures and sells ready-to-heat and ready-to-eat authentic Mexican food products, including cooking sauces, microwave rice pouches, refried and whole beans, salsas, and Mexican chili crisp condiments. Products use traditional Mexican cooking techniques such as nixtamalization of corn, fire-roasting of vegetables, and slow-cooking of beans, packaged in microwave-ready pouches for convenient at-home preparation in 90 seconds to 3 minutes. The line targets U.S. consumers seeking authentic Mexican flavors and is offered Non-GMO, Gluten-Free, with Vegan and Plant-based options.
Product overview
SOMOS Foods is a Mexican food company offering a portfolio of ready-to-heat and ready-to-eat authentic Mexican food products. The product line consists of Mexican Chili Crisp condiments (Nuts & Seeds, Sweet & Mild variants), Cooking Sauces including Red/Green Enchilada Sauces, Taco Simmer Sauces (Regular, Al Pastor, Birria), and Fajita Simmer Sauce, Beans (Mexican Black Beans, Spicy Refried Beans, Chipotle Refried Black Beans, Pinto & Black Beans, Mexican Street Corn Pinto & Black Beans, Refried Beans with Beef Tallow), Rice products (Cilantro Lime White Rice, Mexican Brown Rice, Mexican Street Corn White Rice, Chipotle White Rice, Fajita White Rice, Mexican Homestyle White Rice, Mexican Yellow Rice), and Salsa (Pico de Gallo). Products are designed for quick meal preparation, microwavable preparation, and authentic Mexican flavor using traditional recipes.
Differentiator
Problem solved
Functional benefit
Products and services
- Mexican Chili Crisp Nuts & Seeds (2 Pack) Spicy, sweet, and crunchy Mexican chili crisp condiment made with avocado oil, chiles, nuts, and seeds; sold as a 2-pack and targeted at home cooks adding authentic Mexican flavor to dishes.
- Mexican Chili Crisp Sweet & Mild (2 Pack) A milder, sweet-and-mild flavor variant of the Mexican Chili Crisp condiment, sold as a 2-pack and intended for consumers seeking a less spicy chili crisp.
- Red Enchilada Sauce (2 Pack) Authentic Mexican red enchilada sauce that is Gluten Free, Non-GMO, and Vegan; sold as a 2-pack and used for enchiladas and chip dip.
- Green Enchilada Sauce (2 Pack) Tangy authentic Mexican green enchilada sauce that is Gluten Free, Non-GMO, and Vegan; sold as a 2-pack for enchiladas and related dishes.
- Taco Simmer Sauce (2 Pack) Classic taco simmer sauce with tomatoes, chiles, and Mexican spices for preparing restaurant-quality tacos at home; sold as a 2-pack.
- Al Pastor Taco Simmer Sauce (2 Pack) Sweet and spicy Al Pastor sauce made with tomatoes, Mexican chiles, and pineapple for authentic taquería-style tacos at home; sold as a 2-pack.
- Fajita Simmer Sauce (2 Pack) Savory fajita simmer sauce with tomatoes, chiles, and classic Mexican spices for fajita dishes at home; sold as a 2-pack.
- Birria Simmer Sauce Pouch (2 Pack) Rich, tender birria sauce for traditional Mexican birria stew and tacos; sold as a 2-pack in microwave-ready pouches.
- Mexican Black Beans (2 Pack) Ready-to-eat Mexican black beans made with five ingredients including whole black beans, onion, garlic, and sea salt; sold as a 2-pack.
- Spicy Refried Beans (2 Pack) Refried bayo beans with garlic, jalapeño, and a hint of sea salt; sold as a 2-pack.
- Chipotle Refried Black Beans (2 Pack)
Quantifiable outcome
- Products featured in major media outlets including CNBC, Forbes, and New York Times
Companies that use SOMOS Foods
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles1 record
SOMOS Foods technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
SOMOS Foods partnerships and signals
Strategic signalScale indicators2 records
Recent moves6 records
Expansion highlights5 records
SOMOS Foods competitors and assessment
Company assessmentDirect peers
- Truff: Premium pantry condiment brand (sauces, chili oils, mayonnaises) selling via DTC, Whole Foods, and other premium grocers. Comparable to SOMOS in premium-condiment positioning, design-led brand, and overlapping retail partners including Whole Foods.
- Siete Foods: Heritage-driven Mexican-American CPG brand (grain-free tortillas, chips, hot sauces) founded by the Garza family in Texas. Closely comparable to SOMOS in audience (health-conscious, culturally engaged consumers), distribution (Whole Foods, Target, Sprouts), and founder-led authenticity positioning.
- Fly By Jing: Premium chili-crisp and Sichuan pantry sauces brand with strong DTC and upscale grocery distribution. Comparable to SOMOS in product category (heat-forward condiments/chili crisp), price point, and modern premium positioning.
- Tia Lupita: Mexican heritage CPG brand offering salsas, beans, and chips via DTC and retailers. Comparable to SOMOS as a founder-driven authentic Mexican pantry brand selling into similar ethnic-grocery and mainstream channels.
Emerging players
- Vista Hermosa Foods: Small-batch Mexican salsas and tortillas brand sold primarily through DTC and select grocers. Comparable to SOMOS as a founder-led authentic Mexican CPG challenger with a similar product mix (salsas, tortillas, Mexican staples).
Broad incumbents
- Goya Foods: Largest Hispanic/Latin food brand in the US with broad Mexican pantry portfolio (beans, rice, sauces, salsas). Comparable to SOMOS as the dominant scale incumbent in authentic Mexican pantry SKUs that SOMOS must displace.
- Old El Paso (General Mills): Mass-market Mexican dinner-kit and shelf-stable brand owned by General Mills. Comparable to SOMOS as the dominant 'mainstream Mexican pantry' incumbent SOMOS is explicitly positioning against in its storytelling.
- Herdez: Long-established Mexican salsas, sauces, and shelf-stable meals brand with national US distribution. Direct category competitor to SOMOS' salsa, enchilada sauce, and simmer-sauce SKUs at retail.
- Huy Fong Foods (Sriracha): Iconic hot-sauce/chili condiment manufacturer dominating the US chili-condiment shelf for decades. Comparable to SOMOS in chili-based condiment category competition, though at much larger scale and across different ethnic positioning.
Others
- Good Foods: Shelf-stable Mexican-style salsas, guacamoles, and dips sold through US mass retailers. Comparable adjacency in shelf-stable Mexican dips/salsas where SOMOS' pico de gallo and chili-crisp SKUs compete for shelf set.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
SOMOS Foods social profiles
Digital presenceSOMOS Foods financial estimates
Financial estimateRevenue estimate
Valuation estimate
SOMOS Foods leadership team
Management profileNumber of profiles
Profiles3 records
SOMOS Foods funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SOMOS Foods M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about SOMOS Foods
What does SOMOS Foods do?
SOMOS Foods manufactures and sells ready-to-heat and ready-to-eat authentic Mexican food products, including cooking sauces, microwave rice pouches, refried and whole beans, salsas, and Mexican chili crisp condiments. Products use traditional Mexican cooking techniques such as nixtamalization of corn, fire-roasting of vegetables, and slow-cooking of beans, packaged in microwave-ready pouches for convenient at-home preparation in 90 seconds to 3 minutes. The line targets U.S. consumers seeking authentic Mexican flavors and is offered Non-GMO, Gluten-Free, with Vegan and Plant-based options.
Is SOMOS Foods a public or private company?
SOMOS Foods is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was SOMOS Foods founded?
SOMOS Foods was founded in 2021. It employs 1 to 10 people.
Where is SOMOS Foods based?
SOMOS Foods is headquartered in Austin, United States, in the North America region.
How does SOMOS Foods make money?
Two revenue lines are on record. Direct Product Sales (E-commerce) is the primary driver. The others are retail Distribution.
Who are SOMOS Foods's main competitors?
Direct peers on record are Truff, Siete Foods, Fly By Jing and Tia Lupita. Vista Hermosa Foods is listed as an emerging player. Broad incumbents are Goya Foods, Old El Paso (General Mills), Herdez and Huy Fong Foods (Sriracha). Good Foods is listed as an others.
Does SOMOS Foods have an API?
No public API is recorded for SOMOS Foods.
What industry is SOMOS Foods in?
SOMOS Foods's product category is Packaged Mexican Foods. Its primary akta.pro industry code is AFAKAHAG, Ethnic & international prepared meals manufacturing, with a secondary code of AFAKADAM, Dips, Salsas, Relishes & Chutneys Manufacturing. Its NAICS code is 311941 and its SIC code is 2030.