Gluten-Free Is Mainstream Now. Just Look at Siete’s $1 Billion Ambition
Siete, a Mexican food brand, is in 16,000 locations and sees sales hitting $200 million this year. Now it wants to go global.
Source: Siete Family Foods
Not many national food brands can credit lupus in their origin story. But for members of the Garza family in South Texas, daughter Veronica’s diagnosis with the autoimmune disease is what jumpstarted their interest in the paleo diet and led to the launch of their expanding grain-free snack line.
In a few years, it has evolved from a weekend-only operation into Siete Family Foods Inc., a budding food empire selling premium, gluten-free Mexican food (a 5-ounce bag of cassava-flour tortilla chips sells at grocery stores for about $4 or $5). The company, founded in 2014, generated $150 million in sales in 2020 and expects to increase that by about 30% this year, continuing to take advantage of the boom in gluten-free food.