🟣 Issue No. 11: Siete Foods $1 Billion Exit Playbook

The cultural roots and health-driven mission that fueled Siete Foods' $1.2 billion success.

Author

Kunle Campbell
October 04, 2024

wellness commerce insights

Hey, friends! Want to know how Siete Foods turned their kitchen experiment into a $1.2B acquisition by PepsiCo?

They combined their family’s heritage with a mission for health, creating grain-free products that cater to dietary needs while celebrating Mexican-American culture. Their strategy? Clever branding, community-building, and partnerships with health-conscious influencers.

Plus, did you know that Eva Longoria joined Siete as a strategic partner in a bid

to help them scale to $1B in sales? It’s all about staying authentic and making meaningful connections.

Keep reading...

On the Pod 🎧

Lastest episodes:

$100M+ BRAND STORIES

How Siete Foods Turned Heritage and Health Into a $1.2B Acquisition

Today, we’re breaking down how Siete Foods, a family-run brand that took their grain-free vision from a kitchen experiment to a recent $1.2 billion acquisition by PepsiCo​. With annual revenues nearing $500 million, this acquisition reflects a 2x revenue multiplier, marking PepsiCo’s strategic confidence in scaling the brand to $1 billion in sales.

Founded in 2014, Siete Foods is known for its heritage-inspired Mexican-American products and commitment to making healthy, grain-free alternatives. Their rise wasn’t just fueled by their products but by clever branding, community-building, and strategic partnerships that expanded their footprint across 40,000+ retail locations​.

Let’s unpack the secrets behind their success, with a focus on how they built a loyal community through influencer marketing and strategic growth.

Backstory

Siete Foods is led by Miguel Garza (CEO) and Veronica Garza (Co-founder & Chief Innovation Officer). The company’s mission began when Veronica, struggling with autoimmune conditions, created grain-free tortillas for her family. The Garza family’s leadership, rooted in health and inclusivity, has shaped Siete into a thriving business, now operating with 85 SKUs across 37,000 retail locations

Branding: Culture at the Heart

Siete Foods' packaging and branding tell a story—one that’s deeply tied to their Mexican-American roots. Their colorful, vibrant packaging draws inspiration from traditional Mexican patterns, bringing cultural heritage front and center. These designs foster an emotional connection with consumers, celebrating Mexican traditions while making the food accessible to those with dietary restrictions, like gluten-free or grain-free diets.

Community Building: From Product to People

Siete Foods didn’t just sell products—they built a community. Their community-building efforts have been essential in developing a loyal customer base, focusing on creating an inclusive space where consumers can learn about the health benefits of their products while celebrating cultural diversity.

A major boost to their community-building came in 2024 when Eva Longoria not only joined Siete as a strategic partner but also invested in the brand. Her involvement aims to support Siete’s goal of growing sales from $500 million to $1 billion, leveraging her influence to expand their reach into new markets​ Longoria's cultural advocacy and passion for wellness make her a perfect fit to champion Siete’s values.

Key to this effort has been authentic influencer marketing. The brand has partnered with health-conscious influencers and Latino advocates who represent Siete’s values and mission. Here are a few influential names who have contributed to their growth:

  • Daphne Oz: Health advocate, chef, and TV personality, she’s highlighted Siete’s clean ingredients and heritage-rich products on her platforms.

  • Alex Snodgrass (The Defined Dish): A culinary influencer known for Whole30 and Paleo-friendly recipes, Alex frequently uses Siete’s products, further positioning the brand within the wellness community.

  • Yovana Mendoza (Yovanna): A lifestyle and wellness influencer with a focus on plant-based living, Yovana has been vocal in supporting Siete’s healthy snack options, particularly their grain-free chips.

Through these collaborations, Siete Foods has amplified its message, ensuring they’re not only educating the market but generating likability and trust through authentic endorsements​ (RetailWire). This influencer strategy ties back to the brand’s focus on wellness, clean eating, and family values, while also appealing to culturally diverse audiences.

Retail Expansion: From Local to Nationwide

Siete’s journey into retail began with smaller chains like Whole Foods, but their rapid expansion into 40,000+ retailers shows how targeted retail partnerships can drive growth. They’ve since landed spots on the shelves of Target, Costco, and Sprouts. This expansion was made possible through their ability to cater to both health-conscious shoppers and those looking for authentic Mexican flavors​ (beveragedaily.com)​(Home).

As they move under PepsiCo’s wing, their reach will likely expand internationally, giving Siete access to new markets and consumers who value clean, better-for-you options.

Funding and Financial Growth

Before the PepsiCo acquisition, Siete Foods raised $90 million in a Series B funding round led by Stripes Group in 2021. This funding allowed them to scale their distribution, develop new products, and invest in eCommerce, setting them up for long-term success​. As they approached $500 million in annual revenue, the brand was primed for the PepsiCo acquisition at a 2x revenue multiple, reflecting strong financials and growth potential.

Direct-to-Consumer (DTC) and Digital Presence

Siete Foods has made significant strides in the DTC space, balancing both online and offline sales. Their Amazon storefront is a key part of their eCommerce strategy, offering products directly to consumers while ensuring that their branding remains consistent across platforms​. This digital footprint is bolstered by strong social media engagement, influencer partnerships, and community-driven campaigns, ensuring their presence is felt both in-store and online.

Marketing and Advertising

While Siete’s community engagement is largely driven by social media, they’ve also invested in traditional advertising, particularly television ads. These ads, featured on health and wellness networks, emphasize their family story and commitment to providing healthy alternatives to traditional Mexican foods. This combination of digital-first strategies and traditional advertising has helped Siete build a broad yet loyal customer base​.

@3rdandlamar

Had a ton of fun shooting a spec ad for @Siete Foods ! #specad #fyp #production #behindthescenes #productiontricks

Key Takeaways for Growing Brands

  • Story-Driven Branding: Siete’s success lies in its authentic storytelling. They’ve built a brand around their family’s journey and cultural roots, fostering emotional connections with their audience.

  • Influencer-Driven Growth: Their partnerships with chefs and health influencers have been crucial in spreading their message. Collaborating with the right influencers can help position a brand in front of the right audience and generate trust.

  • Retail and Digital Balance: Siete’s ability to balance a strong retail presence with an effective DTC strategy shows the importance of an omni-channel approach.

Siete Foods offers valuable lessons for any brand looking to scale while staying true to its mission. Their journey from a family kitchen to a PepsiCo acquisition serves as inspiration for brands seeking to combine tradition, innovation, and community to drive growth.

Presented by ShipAccel

💰 Save Time, Save Money with ShipAccel

Cut shipping costs by saving up to 90% on carrier rates and automate your workflow to boost efficiency. ShipAccel integrates seamlessly with Shopify, Amazon, and more, helping you fulfill orders faster—all without sacrificing accuracy or customer experience

Maximize Your ROI. Spend less time managing shipments and more time focusing on growth. ShipAccel empowers you to deliver faster and smarter, keeping both your business and your customers happy.

HEALTH IS WEALTH

The Health Benefits of Wearing Earplugs: Small Tool, Big Impact

Earplugs can be a game changer for better sleep, improved focus, and reduced anxiety, especially for neurodivergent individuals.

Wearing earplugs during sleep blocks disruptive noises, helping you stay in deeper, restorative stages of rest. A study in the Journal of Clinical Sleep Medicine found that using earplugs in noisy environments significantly improved sleep quality, reducing the number of awakenings and increasing time spent in deeper sleep, which enhances cognitive function and mood​.

For focus, earplugs help reduce distractions, allowing for deeper concentration during work or study. Research in Applied Cognitive Psychology shows that reducing noise distractions with earplugs can improve task performance, making them an excellent productivity tool for noisy environments.

Neurodivergent individuals, such as those with ADHD or autism, often find earplugs helpful in calming sensory overload and reducing anxiety. Studies in Frontiers in Psychology highlight how sensory aids like earplugs can provide comfort and improve focus in overstimulating environments​.

Takeaway: Add earplugs to your sleep stack or use them for focus and calm—they’re a simple but powerful tool for well-being. My go-to are Loop Quiet earplugs.

Oura Reveals Next-Gen Ring
Oura just unveiled its Ring 4, designed to do more than just track your sleep. Expect improved sensors, more precise data, and sleek design updates. Ready to track your well-being in style? 🏃‍♂️💍

Applied Nutrition Eyes London IPO
Supplement giant Applied Nutrition is going public! Aiming for a London IPO, the sports nutrition brand plans to flex its muscles in the financial markets. Keep an eye on this one—it’s going for the gains. 🏋️‍♀️📈

Biohacking: The Future of Wellness?
From cold plunges to nootropics, biohacking is shaking up the wellness scene. Forget the old gym routines—this trend blends science and lifestyle for peak performance. Are you ready to hack your way to health? 🧠💪

Biohacker's Anti-Aging Secrets Go Viral
Forget sunscreen! TikTok biohackers are diving into extreme anti-aging routines, and it’s lighting up social media. But are their tactics backed by science? Time to filter out the truth from the trends. ☀️📱

Gut Health Goes Mainstream
The gut-health boom is unstoppable! As consumers flock to probiotics and prebiotics, brands are betting big on better digestion. What's next for this trend? A deeper dive into microbiome magic. 🦠🍏

Bad Gut Bacteria Linked to Obesity
Turns out, your gut might be making you gain weight. New research links bad bacteria to obesity, sparking fresh interest in gut health products. Time to rethink what’s brewing in your belly. 🍔🤔

How did you like today's newsletter?

Login or Subscribe to participate in polls.