HERDEZ
HERDEZ, a MegaMex Foods brand, produces authentic Mexican salsas, sauces, dips, marinades, and refrigerated foods sold through mass retail (notably Walmart) and quick-service restaurant operators across the US and Mexico.
- Company typePrivate
- Founded1997
- HeadquartersAustin, United States
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What HERDEZ does
HERDEZ is a Mexican food brand owned and operated by MegaMex Foods, LLC, a US-incorporated private company affiliated with Hormel Foods. The brand produces authentic Mexican salsas, sauces, dips, guacamole, hot sauces, refrigerated entrées, peppers and pepper pastes, and — as of April 2026 — marinades, taco seasonings, and Mexican-style BBQ sauces under the new Asada line, plus the Quemada Charred Salsas targeted at restaurant operators. Its product portfolio spans both shelf-stable jar formats and refrigerated SKUs, positioned on Mexican culinary authenticity rather than technology differentiation.
The business operates a dual-channel go-to-market model. On the consumer side, HERDEZ sells through mass retail (with an exclusive Walmart partnership for the Asada line launched nationwide in April 2026), a brand-website store locator, and direct-to-consumer e-commerce including Prime Day promotions. On the foodservice side, the brand — through its corporate chef Brian Barney — actively courts quick-service restaurant operators with labor-saving products such as Quemada Charred Salsas, which deliver flame-charred flavors without traditional preparation complexity, addressing operator pain points around rising labor and food costs.
HERDEZ is positioned as the leading salsa brand in Mexico and the top authentic Mexican salsa brand in US households, supported by category momentum signals including 46.2% menu item growth for poblano salsa and 7% growth for quemada salsa. Revenue is generated through consumer packaged goods sales across price points under $4 for the new Asada line. The company employs 101–250 people and operates from Austin, Texas, as part of the broader MegaMex Foods portfolio that also includes CHI-CHI'S, LA VICTORIA, DOÑA MARÍA, and BUFALO.
HERDEZ firmographics
Firmographics- Name
- HERDEZ
- Legal name
- MegaMex Foods, LLC
- Website
- https://herdeztraditions.com
- Company type
- Private
- Founded year
- 1997
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- HERDEZ, a MegaMex Foods brand, produces authentic Mexican salsas, sauces, dips, marinades, and refrigerated foods sold through mass retail (notably Walmart) and quick-service restaurant operators across the US and Mexico.
- Ownership category
- akta.pro rank
HERDEZ industry classification
Industry- Product category
- Mexican Sauces, Salsas & Condiments
- NAICS
- Mayonnaise, Dressing, and Other Prepared Sauce Manufacturing (311941)
- SIC
- Miscellaneous Food Preparations & Kindred Products (2090), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)
- akta.pro primary industry
- Dips, Salsas, Relishes & Chutneys Manufacturing (AFAKADAM)
- akta.pro secondary industries
- Condiments, Sauces & Dressings (CRADAAAB), BBQ Sauce & Marinades Manufacturing (AFAKADAH)
Keywords
Where HERDEZ is headquartered
LocationHeadquarters
- HQ city
- Austin
- HQ country
- United States
- HQ region
- North America
Markets served
HERDEZ business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Consumer Packaged Goods Sales: HERDEZ generates revenue through sale of consumer packaged goods including salsas, marinades, BBQ sauces, seasonings, hot sauces, dips, guacamole, and refrigerated products sold through retail partners like Walmart and direct-to-consumer e-commerce.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Asada line products - all priced under $4 |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
HERDEZ product offering
Product offeringCore offering
HERDEZ manufactures and sells authentic Mexican food products including traditional salsas (salsa verde, salsa casera, guacamole salsa), taqueria street sauces, snacking dips, hot sauces, refrigerated salsas and entrées, guacamole, peppers and pepper pastes, marinades, Mexican-style BBQ sauces, and taco seasonings. Products are sold through retail partnerships such as Walmart and direct e-commerce, with additional positioning toward quick-service restaurant operators seeking labor-saving authentic flavor solutions.
Product overview
HERDEZ is a portfolio of Mexican food products under MegaMex Foods, featuring a wide range of authentic salsas, sauces, marinades, and dips. The product line spans traditional refrigerated and shelf-stable salsas (salsa verde, salsa casera, guacamole salsa), taqueria street sauces, snacking dips (queso blanco, avocado, salsa con queso), hot sauces, peppers and pepper pastes, refrigerated entrées, and new additions including marinades, Mexican-style BBQ sauces, and seasonings. The brand positions itself as delivering authentic Mexican flavors—fiery, rich, and bold—while offering labor-saving solutions for quick-service operators through products like Quemada Charred Salsas. HERDEZ is the leading salsa brand in Mexico and top authentic Mexican salsa brand in US households.
Differentiator
Problem solved
Functional benefit
Products and services
- HERDEZ Salsas
Quantifiable outcome
- Poblano salsa showing 46.2% menu item growth
- +2 more outcomes
Companies that use HERDEZ
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles2 records
HERDEZ technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
HERDEZ partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- WalmartcoreExclusive retail partnership for HERDEZ Asada line launch. MegaMex Foods launched the new Asada line of marinades and Mexican-style BBQ sauces exclusively at Walmart stores nationwide. The partnership aims to make authentic Mexican grilling flavors accessible to home cooks.
- MegaMex FoodscoreMegaMex Foods is the parent company of HERDEZ. The company owns multiple Mexican food brands including HERDEZ, CHI-CHI'S, LA VICTORIA, DOÑA MARÍA, and BUFALO.
Scale indicators3 records
Recent moves4 records
Expansion highlights4 records
HERDEZ competitors and assessment
Company assessmentDirect peers
- La Preferida: Independent Mexican food brand offering salsas, peppers, and Mexican canned goods. Comparable to HERDEZ in shelf-stable Mexican sauces and Hispanic-retail distribution.
- Tostitos (Frito-Lay): PepsiCo's Frito-Lay sells Tostitos-branded salsas, dips, and queso products. Directly competes with HERDEZ in jarred salsas and refrigerated dips at major US retailers.
- Cholula Hot Sauce: Mexican heritage hot sauce brand now owned by McCormick & Company. Competes with HERDEZ's hot sauce portfolio and shares the authentic Mexican positioning angle in US foodservice and retail.
- Old El Paso: General Mills' Mexican food brand offering taco kits, sauces, and seasonings. Competes with HERDEZ across Mexican sauces, taco seasonings, and Mexican dinner kits in US grocery.
- Sabra Dipping Company: Joint venture between PepsiCo and Strauss Group producing refrigerated dips including salsa and hummus. Directly competes with HERDEZ's refrigerated dips and salsas in the deli/refrigerated set.
- Pace Foods: Owned by Campbell Soup Company, Pace is a leading jarred salsa and Mexican sauce brand in the US. Direct competitor to HERDEZ in the jarred salsa and Mexican sauce category across grocery and club channels.
- Valentina (Juanita's Foods): Mexican heritage hot sauce and Mexican food brand. Competes with HERDEZ in Mexican sauces, salsas, and the authentic Mexican positioning lane in US Hispanic and mainstream retail.
- Ortega: B&G Foods' Mexican food brand producing taco shells, sauces, and seasonings. Direct peer in Mexican shelf-stable sauces and seasonings, overlapping with HERDEZ's Asada line.
Others
- Chi-Chi's: Another MegaMex Foods/Hormel Foods portfolio brand focused on Mexican sauces and related products. Sister brand providing portfolio context rather than direct competition.
- La Victoria: Sibling brand under the same MegaMex Foods (Hormel Foods) parent. Not a direct competitor but operates in adjacent Mexican sauce and salsa categories within the same corporate portfolio.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights7 records
Customer concentration
HERDEZ social profiles
Digital presenceHERDEZ financial estimates
Financial estimateRevenue estimate
Valuation estimate
HERDEZ leadership team
Management profileNumber of profiles
Profiles1 record
HERDEZ funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
HERDEZ 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 HERDEZ
What does HERDEZ do?
HERDEZ manufactures and sells authentic Mexican food products including traditional salsas (salsa verde, salsa casera, guacamole salsa), taqueria street sauces, snacking dips, hot sauces, refrigerated salsas and entrées, guacamole, peppers and pepper pastes, marinades, Mexican-style BBQ sauces, and taco seasonings. Products are sold through retail partnerships such as Walmart and direct e-commerce, with additional positioning toward quick-service restaurant operators seeking labor-saving authentic flavor solutions.
Is HERDEZ a public or private company?
HERDEZ is a private company. It is classified as corporate owned and is currently operating.
When was HERDEZ founded?
HERDEZ was founded in 1997. It employs 101 to 250 people.
Where is HERDEZ based?
HERDEZ is headquartered in Austin, United States, in the North America region.
How does HERDEZ make money?
One revenue line is on record: consumer Packaged Goods Sales.
Who are HERDEZ's main competitors?
Direct peers on record are La Preferida, Tostitos (Frito-Lay), Cholula Hot Sauce, Old El Paso, Sabra Dipping Company, Pace Foods, Valentina (Juanita's Foods) and Ortega. Others are Chi-Chi's and La Victoria.
Does HERDEZ have an API?
No public API is recorded for HERDEZ.
What industry is HERDEZ in?
HERDEZ's product category is Mexican Sauces, Salsas & Condiments. Its primary akta.pro industry code is AFAKADAM, Dips, Salsas, Relishes & Chutneys Manufacturing, with a secondary code of CRADAAAB, Condiments, Sauces & Dressings. Its NAICS code is 311941 and its SIC code is 2090.