Largest ethnic cuisine in US fits American tastes for robust flavors, diversity, convenience; companies innovating Hispanic foods packaging, from sauces in pouches to tortilla chips in composite cans

Jeremie Bohbot

LOS ANGELES , January 14, 2014 (Off The Menu) – Note: Industry Intelligence Food & Beverage Analyst Nevin Barich is on vacation. In his absence, Industry Intelligence is posting its two-part series focusing on U.S. consumers’ growing appetite of ethnic cuisine. Part 2, which can be found below, focuses on Hispanic-style cuisine. Part 1, which can be found here, focused on Asian cuisine.

Hispanic food is ranked the No. 1 largest ethnic cuisine in the U.S., and it’s easy to see why. Tortillas, salsa and frozen burritos are typically available in any mainstream supermarket while Hispanic foods fit the bill when it comes to U.S. consumer tastes for robust flavors, diversity, portability and convenience, Innova Market Insights reported Nov. 10.

The popularity of Hispanic foods is also apparent in the prevalence of major Hispanic food brands like Old El Paso and Ortega, which are owned by General Mills Inc. and B&G Foods Holdings Corp., respectively. Meanwhile, companies are finding ways to innovate staples such as tortillas and tortilla chips to address consumers’ preference for healthier and gluten-free food products.

This special report highlights Hispanic food trends and how consumers’ preferences could influence the future products in your local grocery aisles.

Hispanic food brands

Major companies have tended to focus on traditional Mexican foods, such as the Old El Paso and Ortega lines that offer ingredients, sauces, seasonings, taco shells, tortillas and other food products used to prepare Mexican meals. Both brands have enjoyed long histories, as Old El Paso stated on its website that it has been around “for nearly a century,” while Ortega boasts a 150-year tradition on its website.

However, both brands are still introducing new products to consumers, as both Old El Paso and Ortega have offered Mexican cooking sauces packaged in pouches, as an alternative to the more typical cans and glass jars, Innova Markets reported.

Other major companies like Campbell Soup Co. are also introducing Hispanic food products, such as the Mexican Red Chile Taco flavor for its range of Slow Cooker Sauces. Meanwhile, Swanson has introduced a Mexican Tortilla flavor for its range of Flavor Infused Broths.

Beyond the Old El Paso brand, General Mills has included the Spicy Chipotle Chicken Enchilada flavor to its Helper Bold boxed line of pasta. Kraft Foods Group Inc. has introduced a Philadelphia Cream Cheese chipotle spread and a Jalapeno Deluxe Macaroni & Cheese, Food Product Design reported Oct. 30.

McCormick & Co.’s top five flavors for 2014 and beyond include those for Mexican and Latin American cuisine, such as aji amarillo, a hot Peruvian yellow chili; chamoy sauce, a Mexican condiment made from apricot, lime, chiles and spices; and cassava flour, a Brazilian staple also known as manioc or tapioca flour known for its versatility, Food Processing reported March 4.

Hispanic cuisine isn’t just an American trend, as the Old El Paso has expanded to a number of European markets, including the U.K., where it is likewise offering a line of Mexican-themed foods, such as frozen meals, tortillas, taco shells, sauces, rice and beans and condiments, Innova Markets reported.

Tortillas

Ethnic cuisine could also cater to consumers who want to eat healthier, and tortilla makers seem to be answering the call.

This year, Azteca Foods Inc. has introduced “no preservative” flour tortillas in a relaunched and reformulated “healthier for you” platform. The company has also introduced snack-size formats for portion control and as snacks for kids. Other offerings contain extra calcium and Vitamin D, in addition to organic, gluten-free, whole-grain and low-carb options, according to Innova Market Insights.

Several companies have offered gluten-free tortillas, including Udi’s Healthy Foods LLC, Food for Life Baking Co. and La Tortilla Factory, made from ingredients such as black rice, ancient grains teff and millet. Udi’s noted its gluten-free offering is the first from a national brand that aims to replicate the taste and texture of flour tortillas.

La Tortilla Factory is no stranger to offering healthier options, as it claims to be the first to make fat-free and low-carb flour tortillas available. In August, it launched an organic, non-GMO range of traditional flour tortillas and gluten-free yellow corn and whole wheat tortillas.

Snacks

Tortilla chips could just be as mainstream as it gets, considering PepsiCo’s Frito Lay North America’s Doritos and Tostitos brands. Like tortillas, manufacturers are constantly innovating with new variations.

Earlier this year, Doritos introduced a rolled tortilla chip line with a new Fiery Habanero variety, which joins the Chile Lemon and Nacho Picoso flavors. And in 2013, Tostitos scored with its Cantina line that targets a younger demographic (aged 18-30) with a premium, restaurant-style chip.

Even Kellogg’s Pringles brand has ventured into tortilla chip territory with a stacked, tortilla-style chip that also comes in a composite can. The flavors include New Southwestern Ranch, Nacho Cheese, Truly Original and Zesty Salsa.

Last year, RW Garcia introduced a gluten-free version with its all-natural Tortatos snacks made from white corn and red potatoes, considered a hybrid of a tortilla chip and a potato chip.

Beyond tortilla chips, an air-toasted Peruvian corn snack has been launched in 2014 by Nazqiz Quancha, which was founded in 2013 by a Peruvian entrepreneur. The snacks are based on a Peruvian toasted corn called Cancha, which harkens back to Inca times, Innova Market reported.

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