Santa Maria

What Santa Maria does

Santa Maria is a consumer packaged food company that develops, manufactures, and distributes branded Tex Mex and world-foods products — including wheat and corn tortillas, taco shells, tortilla chips, salsas and dips, taco and fajita spice mixes, Asian cooking products (coconut milks, curry pastes, wok sauces, Indian spice mixes), a BBQ range, and a heritage spice assortment — under a single master brand, with 100+ years of provenance dating to its origins as the Nordfalks spice trade in Gothenburg in the early 1900s. Its technology stack is operational and sustainability-led rather than digital: a Landskrona tortilla factory producing 400 million tortillas per year, CarbonNeutral® certified since 2021 with CO2 emissions cut 98% since 2014, in-house sensory and quality laboratories for batch testing, BRC/FSSC 22000 food-safety certification across all production sites, ISO 14001 environmental management, FSC-certified paper-based packaging, and lower-climate-impact wheat sourced via the Lantmännen 'Klimat & Natur' program. The company generates revenue primarily through unit-based retail sales of branded packaged food via grocery retailers in 25+ countries, with supporting income from a B2B foodservice channel (Paulig PRO) and intra-group brand licensing within the Paulig family of brands (Paulig, Santa Maria, Risenta, Poco Loco). Customers are end consumers shopping in-store and online at grocers, professional kitchens served by the foodservice channel, and smaller-market distributors (e.g., M&Z p.l.c. in Malta); retail pricing is set by individual grocery partners and is not publicly disclosed.

Name

Santa Maria

Legal name

Santa Maria AB

Website

https://santamariaworld.com

Company type

Private

Founded year

1900

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Santa Maria is a 100+ year-old Swedish branded packaged-food company (Tex Mex, spices, Asian, BBQ) and Northern Europe's largest flavoring company, wholly owned by Finland's Paulig Group, selling unit-priced CPG products through grocery retailers in 25+ countries and a B2B foodservice channel.

Ownership category

akta.pro rank

Product category

Tex Mex & World Foods packaged groceries

NAICS

Tortilla Manufacturing (311830), Cookie and Cracker Manufacturing (311821), Bakeries and Tortilla Manufacturing (3118), Food Manufacturing (311)

SIC

Bakery Products (2050), Cookies & Crackers (2052), Miscellaneous Food Preparations & Kindred Products (2090), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030), Canned, Fruits, Veg, Preserves, Jams & Jellies (2033)

akta.pro primary industry

Frozen Ethnic & International Meals (CRADADAE)

akta.pro secondary industries

Frozen Entrées & Complete Meals (CRADADAA), Premium Gourmet & Chef-Curated Meal Kits/Prepared Meals (CRAHAJAK), Deli & prepared foods (retail/foodservice pack) manufacturing (AFAKAHAF)

Keywords

• Tex Mex packaged food
• Spices and seasonings
• Wheat tortillas and taco shells
• Asian cooking ingredients
• BBQ sauces and rubs

Headquarters

HQ city

Milton Keynes

HQ country

United Kingdom

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Branded grocery product sales (retail CPG): Core revenue stream from selling branded packaged food products — tortillas, taco shells, chips, salsas, spice mixes, dips, coconut milk, etc. — through grocery retailers across more than 25 countries. One-time/unit-based consumer purchases at retail and online grocery.
2. Foodservice / Paulig PRO: Business-to-business foodservice sales channel 'Paulig PRO' serves restaurants and professional kitchens, alongside dedicated sales offices (e.g., Sweden sales office at Råsundavägen 18, Solna).
3. Licensing of trademarks and brand IP within Paulig portfolio: Santa Maria brand and trademarks are part of the Paulig family of brands (Paulig, Santa Maria, Risenta, Poco Loco), enabling cross-brand licensing and co-distribution.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels9 records

Core offering

Santa Maria manufactures and sells branded Tex Mex packaged foods (wheat and corn tortillas, taco shells, corn chips, taco sauces, salsas, Tex Mex spice mixes and meal kits), an organic and conventional spice range, Asian cooking products (coconut milks, curry pastes, wok sauces, Indian spice mixes) and BBQ products. Products are sold unit-priced through grocery retailers in 25+ countries and via a B2B foodservice channel (Paulig PRO) serving restaurants and professional kitchens.

Product overview

Santa Maria is a single consumer-packaged-food brand — not a software platform — operated by Finnish food group Paulig. Its portfolio is organized as one Tex Mex & World Foods brand comprising multiple product families that share the Santa Maria master brand: wheat, corn-and-wheat, beetroot and gluten-free tortillas (Original Small/Medium/Large and specialty variants); taco shells (Taco Shells, Taco Tubs, Mini Taco Tubs); corn chips (Tortilla Chips Salted/Cheese/Chili and Nacho Chips); taco sauces and salsas (Taco Sauce Mild/Medium/Hot/X-Hot, Salsa Dip Mild/Medium/Hot, Chunky Salsa Mild/Medium/Hot, Garlic Salsa); Tex Mex spice mixes (Taco, Chicken Taco, Fajita, Enchilada, Burrito, Chilli Con Carne); canned/jarred items (Refried Beans, Green Jalapeño, Hot Pepper Sauce); dip mixes (Guacamole, plus Nacho Cheese, Paprika Chili, American Ranch variants referenced in recipes); and meal kits (Taco Dinner Kit, Taco Tubs Dinner Kit). Beyond Tex Mex, the brand extends into a Spices range (single spices, blends, organic 'Extra Fine Selection of Spices' introduced in 2008), an Asia range (coconut milk family in four fat levels, curry pastes, wok sauces, Indian spice mixes), and a BBQ range. Sustainability and responsibility (lower-climate-impact wheat tortillas, CarbonNeutral® tortilla factory, ISO 14001 and BRC/FSSC 22000 certifications, partly paper-based FSC packaging) cut across all these product families rather than forming a separate product.

Differentiator

Problem solved

Functional benefit

Products and services

• Tortilla Original Large (6-pack) Large soft wheat tortilla sold in 6-packs, used as the base for most Mexican-style dishes and wraps; suitable for both cold and hot fillings.
• Tortilla Original Medium (8-pack) Medium soft wheat tortilla sold in 8-packs, designed for both hot and cold fillings across the Tex Mex range.
• Tortilla Original Small (8-pack) Small soft wheat tortilla, same size as a hard taco shell, sold in 8-packs for snack-sized Tex Mex servings.
• Tortilla Corn & Wheat Medium (8-pack) Corn-and-wheat tortilla with visible maize sprouts for a distinct corn flavour and appearance; sold in 8-packs.
• Taco Shells (12-pack) Crispy, deep-fried corn taco shells in a 12-count pack, designed to be filled with minced meat, chicken or vegetables.
• Taco Tubs (8-pack) Bowl-shaped corn taco shell in an 8-pack; the cup shape is designed to be easier to fill and eat than a traditional folded shell.
• Mini Taco Tubs (10-pack) Small bowl-shaped corn taco shells in a 10-pack, positioned for starters and snacks; also marketed as suitable for vegan/vegetarian fillings.
• Tortilla Chips Salted (185 g) Lightly salted triangular corn chips, 185 g, marketed for dipping in salsa or Tex Mex sauces.
• Tortilla Chips Cheese Crispy corn chips flavoured with cheese, marketed for dipping with salsa or Santa Maria Tex Mex sauces.
• Tortilla Chips Chili Crispy triangular corn chips with chilli flavour, marketed for dipping or oven-baking.
• Nacho Chips Deep-fried corn-flour nachos, sold as a savoury snack or as a base for oven-baked nachos with grated cheese.
• Taco Sauce Mild Classic mild, smooth tomato-and-chilli taco sauce with no added sugar, intended as a base seasoning for tacos with meat, chicken or vegetarian fillings.
• Taco Sauce Medium Medium-strength taco sauce variant of the classic tomato-based recipe, designed to blend with other taco ingredients.
• Taco Sauce Hot Hot variant of the tomato-and-chilli taco sauce, with no added sugar; one of three heat levels.
• Taco Sauce X Hot 230 g Extra-hot variant of the tomato-based taco sauce in a 230 g jar, positioned for consumers preferring very spicy food.
• Salsa Dip Medium Medium Mexican dip with tomato, onion, chilli and jalapeño, with no added sugar; sold alongside the Hot variant.
• Salsa Dip Hot Hotter variant of the tomato-onion-chilli-jalapeño Mexican dip with no added sugar.
• Chunky Salsa Medium
• Chunky Salsa Hot
• Chunky Salsa Mild
• Garlic Salsa Medium
• Taco Seasoning Mix
• Chicken Taco Seasoning Mix
• Fajita Seasoning Mix Original
• Enchilada Spice Mix
• Burrito Spice Mix Medium
• Chilli Con Carne Spice Mix
• Refried Beans
• Green Jalapeño
• Hot Pepper Sauce
• Guacamole Dip Mix 15 g
• Taco Dinner Kit
• Taco Tubs Dinner Kit
• Santa Maria Coconut Milk range (Organic, Original, Rich Coconut Cream, Light) Four coconut-milk SKUs of differing fat content (Organic 18%, Original 18%, Rich Coconut Cream 24%, Light 8%) sourced from Sri Lanka and Thailand, used as a base for Asian and dairy-free cooking.
• Extra Fine Selection of Spices (organic spice range)
• Santa Maria BBQ range BBQ product category referenced across multiple markets (Malta and Sweden), including BBQ sauces, rubs and marinades for grilling.
• Santa Maria Spices range
• Santa Maria Asia range
• Paulig PRO Foodservice (B2B channel)

Quantifiable outcome

• Up to 50% lower climate footprint for Santa Maria Wheat Tortilla Original vs 2012 baseline (2023 LCA by RISE)
• +5 more outcomes

Named customers5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

14 partnerships are on record, tiered flagship, core and minor.

• Paulig GroupflagshipStrategic or Co-development PartnerSanta Maria has been part of the Finnish family-owned Paulig Group since 2010. Paulig owns the brands Paulig, Santa Maria, Risenta and Poco Loco. The partnership provides Santa Maria with the resources of a 2,000+ employee, 13-country parent while retaining a family-company culture and long-term thinking.
• Rädda Barnen (Save the Children)flagshipGTM or Marketing PartnerSanta Maria has been a partner company of Save the Children Sweden since 2004, supporting children's rights to education. For the last five years prior to 2014 they backed the 'Rewrite the Future' project in Medellín, Colombia, reaching approximately 7,700 children, 700 teachers and 1,100 parents.
• Mitt LivcoreGTM or Marketing PartnerSanta Maria is a partner company of Mitt Liv, a Swedish social enterprise working for integration and diversity in the labor market. Together they run the 'Smaka på världen' (Taste the World) cooking program.
• Matmissionen (Stockholms Stadsmission + Axfood)coreStrategic or Co-development PartnerSanta Maria is a co-financier of Matmissionen in Veddesta, Stockholm, a social supermarket that resells surplus food (and Santa Maria donates products). Planned to rescue around 200 tons of surplus food per year as of 2016.
• AxfoodminorStrategic or Co-development PartnerAxfood co-operates the Matmissionen initiative together with Stockholms Stadsmission, with Santa Maria participating as co-financier and product donor.
• European Spice Association (ESA)minorOthersSanta Maria is a member of ESA, the European spice industry association that represents the sector at EU level on quality and sustainable supply chain issues. ESA has co-developed guides for spice growers in origin countries.
• LantmännencoreStrategic or Co-development PartnerFrom 2023 Santa Maria's Nordic and Baltic wheat tortillas are made with wheat sourced under Lantmännen's 'Klimat & Natur' program, delivering wheat with 30% lower climate impact than the 2015 Swedish winter wheat average. Collaboration covers 5,460 skylark plots and 109,000 m² of flower zones (≈15 football fields) for biodiversity.
• M&Z p.l.c. (Malta distributor)coreChannel Partner/ Reseller/ DistributorM&Z p.l.c. is Santa Maria's local distribution partner in Malta, operating from MMGH Complex South Block, Marsa Industrial Estate, Marsa, supplying local retailers including online channel What's Instore.
• What's Instore MaltaminorChannel Partner/ Reseller/ DistributorWhat's Instore (whatsinstore.com.mt) is the listed online retail channel where Santa Maria Malta products (e.g., Tortilla Chips Salted 15x185g) are purchased.
• BSCI (Business Social Compliance Initiative)minorOthersSanta Maria aligns its supplier audits with BSCI's risk country classification for human rights and labor rights risk. On-site audits in risk countries are performed by Paulig-trained auditors and third parties certified to SA 8000.
• UN Global CompactminorOthersSanta Maria's Supplier Code of Conduct is grounded in the UN Global Compact's 10 principles, including UN human rights, ILO labor conventions, the Rio Declaration and the UN anti-corruption convention.
• Swedish food & beverage water stewardship networkminorOthersSince end of 2014 Santa Maria participates in a network of Swedish food and beverage companies collaborating on more responsible water use in production and supply chains.
• VINNOVA-funded packaging food waste projectminorImplementation/ SI/ Consulting PartnerSanta Maria is part of a two-year VINNOVA-funded Swedish cross-industry project exploring packaging solutions to reduce food waste, involving material producers, food producers, retailers, authorities, research institutes and consumers (Konsumentföreningen Stockholm).
• Kingelstad Gris AB (Bengt Bengtsson)minorOthersKingelstad Gris AB takes production residues from Santa Maria's Landskrona tortilla factory to use as pig feed and for biogas / fertilization, reducing waste and transportation.

Scale indicators13 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Old El Paso: Old El Paso (General Mills) is the leading Tex Mex packaged-food brand in Europe, offering taco kits, tortillas, seasonings and sauces that compete head-to-head with Santa Maria on European grocery shelves.
• Mission Foods: Mission Foods (Gruma) is the world's largest tortilla manufacturer and a major supplier of tortillas, chips and Mexican flatbreads to retail and foodservice — directly comparable to Santa Maria's 400-million-tortilla Landskrona platform.
• Discovery Foods: Discovery Foods manufactures and markets Tex Mex meal kits, tortillas and world-foods products primarily in the UK and Europe — directly overlapping with Santa Maria's Tex Mex kit and tortilla range.
• Ortega: Ortega (B&G Foods) is a heritage Mexican-food brand selling taco shells, kits, seasonings and sauces — closely aligned with Santa Maria's Tex Mex product family and target consumer.
• Poco Loco: Poco Loco is a Tex Mex brand owned by Santa Maria's parent Paulig Group, active across Europe — directly comparable as a sister brand selling tortillas, sauces and Tex Mex kits through overlapping retail channels.
• Risenta: Risenta is a Swedish health-food brand (porridges, grains, muesli) also owned by Paulig Group — a sister brand under the same parent, sharing distribution, sustainability programs and Northern European retailer relationships with Santa Maria.
• Schwartz: Schwartz (McCormick) is a leading UK spice, herb and seasoning brand competing on the same European grocery shelves as Santa Maria's Tex Mex and world-cuisine spice ranges.

Broad incumbents

• Paulig Group: Paulig Group is the Finnish family-owned parent of Santa Maria, operating coffee (Paulig), Tex Mex (Santa Maria, Poco Loco) and health foods (Risenta) across 13 countries with 2,000+ employees — the broader incumbent that owns and shapes Santa Maria's strategy and capital allocation.
• McCormick & Company: McCormick is the global leader in spices, seasonings and flavor solutions with extensive retail and foodservice reach — a broad incumbent whose Schwartz, Ducros and own-label seasoning portfolios overlap with Santa Maria's spice-mix and Tex Mex seasoning business.

Emerging players

• Tajín: Tajín is a Mexican chili-based seasoning brand expanding internationally from the US into European and Asian markets — comparable as a Tex Mex/Hispanic flavor brand increasingly appearing alongside Santa Maria on world-foods shelves.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/santamariafsuk
• Facebookfacebook.com/SantaMariaUK
• LinkedInlinkedin.com/company/santa-maria-bv

Compliance9 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Santa Maria