What Herdez does

Herdez is a Mexican packaged food brand founded in 1914 and headquartered in Mexico City, operating as part of Grupo Herdez (Mexico) with MegaMex Foods serving as the US-market parent. The company manufactures and distributes a diversified portfolio of traditional Mexican food products spanning five core categories: tuna (Atún) in multiple formats including flaked tuna in water or oil and co-branded variants with Kikkoman and McCormick; salsas including guacamole, chipotle, green habanero, and serrano chile sauces; canned chiles such as jalapeños in escabeche and chipotles in adobo; ground seasoned tomatoes (Tomates Molidos) packaged in Tetra Pak; and canned vegetables including mushrooms, bell peppers, chickpeas, peas, and corn kernels. The brand positions itself on over a century of heritage, natural ingredients free of preservatives, and authentic Mexican flavor profiles for home cooking applications.

Name

Herdez

Legal name

Herdez

Website

https://herdez.com.mx

Company type

Private

Founded year

1914

Operating status

Operating

Headcount range

101–250 employees

Short description

Herdez is a 100+ year-old Mexican packaged food brand (founded 1914, Mexico City) manufacturing and distributing authentic Mexican staples — tuna, salsas, chiles, vegetables, and ground tomatoes — primarily to Mexican households, with growing US retail presence via MegaMex Foods and an exclusive Walmart partnership for the new Asada line.

Ownership category

akta.pro rank

Product category

Packaged Mexican Food

NAICS

Food Manufacturing (311)

SIC

Food And Kindred Products (2000), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Dips, Salsas, Relishes & Chutneys Manufacturing (AFAKADAM)

akta.pro secondary industries

BBQ Sauce & Marinades Manufacturing (AFAKADAH), Pesto, Cooking Pastes & Concentrated Flavor Bases Manufacturing (AFAKADAN), Ethnic Groceries & Shelf-Stable Foods Wholesale (AFAIAIAA)

Keywords

• Packaged Mexican food
• Mexican salsas
• Canned tuna
• Shelf-stable chiles
• Mexican condiments

Headquarters

HQ city

Mexico City

HQ country

Mexico

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Packaged Food Sales: Herdez generates revenue through the sale of packaged food products including canned goods, salsas, tuna, vegetables, and condiments through retail distribution channels.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Herdez manufactures and distributes a portfolio of packaged Mexican food products sold through retail channels, including canned tuna, salsas and sauces, canned and jarred chiles, canned vegetables, and seasoned ground tomatoes. The brand targets Mexican households and consumers seeking authentic Mexican ingredients for home cooking, with product lines such as the HERDEZ Asada marinades and Mexican-style BBQ sauces launched exclusively at Walmart in the United States.

Product overview

Herdez is a Mexican food brand with over 100 years of history (since 1914) offering a diversified portfolio of packaged foods and condiments. The core product lines include: (1) Tuna products (Atún) in multiple formats including flaked tuna in water or oil (130g-295g), tuna with soy sauce, and tuna with mayonnaise; (2) Sauces (Salsas) including guacamole sauce, chipotle sauce, green sauce with habanero, serrano chile sauce, and homemade-style sauces in various sizes; (3) Chiles including jalapeño strips in escabeche, whole jalapeños, and chipotle peppers in adobo; (4) Ground tomatoes (Tomates Molidos) in seasoned format in Tetra Pak packaging; (5) Vegetables including mushrooms, bell peppers, chickpeas, peas, corn kernels, and legume salads. The company is part of Grupo Herdez and positions itself as a trusted brand bringing quality Mexican food products to families.

Differentiator

Problem solved

Functional benefit

Products and services

• Atún en Hojuelas en Agua HERDEZ Flaked tuna in water sold in 130g and 295g cans as a healthy, practical, and versatile ready-to-eat protein for Mexican household consumers; can be consumed cold or hot in a wide range of recipes.
• Atún en Hojuelas en Aceite HERDEZ Flaked tuna in oil sold in 130g and 295g cans, ready to consume in a variety of home meal preparations for Mexican household consumers.
• Atún con 13% de Salsa de Soya Kikkoman HERDEZ Tuna with 13% Kikkoman soy sauce in a 75g pouch, providing a convenient flavored tuna option for at-home meals.
• Atún con 31% de Mayonesa con Jugo de Limones McCormick HERDEZ Tuna with 31% McCormick mayonnaise and lemon juice in a 75g pouch, offering a ready-to-eat flavored tuna meal.
• Salsa de Guacamole HERDEZ Guacamole-flavored salsa targeted at Mexican households as a family favorite accompaniment for snacks, sold in 240g, 440g, and 670g presentations.
• Rajas de Jalapeños en Escabeche HERDEZ Traditional jalapeño pepper strips in escabeche for Mexican-style cooking, made from high-quality harvests and sold in 220g, 380g, and 2.8Kg presentations.
• Jalapeños Enteros en Escabeche HERDEZ Whole jalapeño peppers in escabeche sauce, available in 200g and 380g cans, for use in Mexican dishes and as a condiment.
• Chiles Chipotles Enteros en Adobo HERDEZ Whole chipotle peppers in adobo sauce sold in a 453g jar, used as an ingredient or condiment in traditional Mexican cooking.
• Salsa Verde con Habanero HERDEZ Spicy green salsa with habanero pepper sold in a 240g bottle as part of Herdez's spicy sauces line.
• Salsa Casera con Habanero HERDEZ Homemade-style salsa with habanero pepper sold in a 240g bottle, positioned as a traditional-style spicy sauce for Mexican households.
• Salsa de Chiles Serranos y Secos HERDEZ Salsa made with serrano and dried chiles in a 300g jar, delivering a traditional Mexican spicy flavor profile.
• Salsa Chilpotle HERDEZ Chipotle pepper salsa sold in a 453g jar, used as a Mexican-style sauce for a variety of dishes.
• Tomates Molidos Condimentados HERDEZ Seasoned ground tomatoes packaged in Tetra Pak to preserve freshness, made with natural ingredients and no preservatives, sold in 345g and 1kg presentations as a kitchen base for Mexican cooking.
• Champiñones Enteros HERDEZ Whole mushrooms made with 100% natural ingredients and no preservatives, sold in a 380g can for use as a side or ingredient in Mexican dishes.
• Pimiento Morrón en Tiras HERDEZ Bell pepper strips in a 186g can, used as a ready-to-use vegetable ingredient in home-cooked Mexican meals.
• Garbanzos HERDEZ Natural chickpeas in a 400g can, providing a shelf-stable legume for use in Mexican and Mediterranean-style cooking.
• Ensalada de Legumbres HERDEZ Mixed legume salad in a 400g can, sold as a convenient ready-to-eat vegetable mix for home meals.
• Chícharos HERDEZ Green peas in a 215g can, offered as a basic shelf-stable vegetable for home cooking.
• Granos de Elote con Poblano HERDEZ Corn kernels combined with poblano pepper in a 220g can, used as a Mexican-style vegetable side dish or ingredient.
• Granos de Elote HERDEZ Yellow corn kernels positioned as one of Herdez's flagship vegetable products, used to bring Mexican food tradition to home-cooked dishes.
• HERDEZ Asada Line US-launched line of carne asada and pollo asado marinades, taco seasonings, and two Mexican-style BBQ sauce varieties, sold exclusively at Walmart stores nationwide under $4 for home cooks preparing Mexican-style grilled, stovetop, and air fryer meals.

Named customers1 record

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• MegaMex FoodscoreOthersMegaMex Foods is the parent company of HERDEZ brand, managing the brand's operations and product development, including the launch of new product lines like the Asada marinades.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Old El Paso (General Mills): Old El Paso is General Mills' Mexican meal kit and sauce brand — directly comparable to Herdez's Asada marinades/BBQ line in flavor profiles, target occasion, and US grocery distribution.
• La Costeña: La Costeña is a leading Mexican producer of canned goods, salsas, chiles, and vegetables — directly comparable to Herdez's core product portfolio in both Mexico and US Hispanic retail channels.
• Tostitos (PepsiCo): Tostitos is PepsiCo's salsa and tortilla chip brand, the dominant mass-market shelf-stable salsa in the US — a direct head-to-head competitor to Herdez in the US salsa category.
• Chi-Chi's (Hormel): Chi-Chi's is Hormel's Mexican sauce and meal kit brand, directly competing with Herdez in the US shelf-stable Mexican sauce segment.
• Embasa (Herdez competitor brand) / MegaMex competitor in salsas: Tostitos is PepsiCo's salsa and tortilla chip brand, the dominant mass-market shelf-stable salsa in the US — a direct head-to-head competitor to Herdez in the US salsa category.
• Pace (Campbell's): Pace is a leading US shelf-stable salsa brand owned by Campbell's, directly competing with Herdez for US Hispanic and mainstream salsa consumption occasions.

Broad incumbents

• Mission Foods: Mission Foods is the largest US tortilla and wraps producer — a broad incumbent adjacent to Herdez's Mexican food portfolio and a natural co-merchandising or co-branding peer.
• Campbell Soup Company: Campbell's owns Pace and broader shelf-stable food brands, competing with Herdez at the portfolio level for US grocery shelf space in Mexican and Hispanic food categories.
• Conagra Brands: Conagra owns Hunt's, Rosarita, and other Mexican and shelf-stable food brands that compete with Herdez's canned vegetables, chiles, and Mexican sauces in US retail.

Emerging players

• Tajín: Tajín is a Mexican chili-lime seasoning brand with strong US growth and cultural cachet, an emerging peer to Herdez in the Mexican flavor category and a potential cross-portfolio expansion reference.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights8 records

Customer concentration

• YouTubeyoutube.com/channel/UCfGIIV5tU0jPtVJfK-OJnDA
• Facebookfacebook.com/HerdezConfianza
• Instagraminstagram.com/herdezmexico
• TikToktiktok.com/@herdezmexico
• Xx.com/herdezconfianza
• LinkedInlinkedin.com/company/herdez-del-fuerte-s.a.-de-c.v.

Revenue estimate

Valuation estimate

Number of profiles

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 Herdez