Brand behemoth KIND Snacks must be doing something right, as the company continues to strengthen its foothold across the grocery store. Channeling that success into his latest venture, the KIND Snacks Founder Daniel Lubetzky has launched a new brand: SOMOS. Lubetzky teamed up with former KIND CMO Miguel Leal, and former KIND Head of Product Innovation Rodrigo Zuloaga, to transform American kitchens into real Mexican cocinas.
“Until now, Americans have had to dine out to enjoy a real Mexican meal. At home, options have been limited to foods that don’t actually exist in Mexico like fluorescent molded hard-shell yellow corn tortillas,” Lubetzky, SOMOS Founder and Executive Chairman, explained. “SOMOS was created using inspiration from family recipes that have been passed down through generations and will introduce people to true Mexican cocina staples.”
SOMOS is now taking wholesale orders for its inaugural product range of shelf-stable, slow cooked Mexican foods for easily preparing dishes like tacos, tostadas, nachos, or chilaquiles, a press release stated. The brand offers a variety of rices, beans, tortilla chips, salsas, and plant-based entrees, including smoky chipotle mushrooms; cauliflower tinga; and two kinds of ‘pea-cadillo,’ which is SOMOS’ own plant-based alternative to ground beef.
Products from this brand are produced entirely in Mexico and feature many ingredients from local Mexican family farms. All foods are plant-based, gluten-free, and non-GMO. SOMOS pouches are microwavable and ready to heat and eat in 90 seconds (or to be prepared via stovetop), leaving more time for soaking up time together post-dinner. The products under the new SOMOS brand include rice, beans, plant-based entrees, chips, and salsas.
"While Americans often think of Mexican [cuisine] as being heavy on meat, cheese, and greasy sauces, real Mexican food celebrates the natural vegetables, grains, and legumes of its diverse geographies,” said Leal, SOMOS Co-Founder and Chief Executive Officer. “SOMOS is committed to preserving the integrity of these ingredients and preparing our foods as close to the traditional way as possible, helping consumers make and enjoy delicious meals that are clean, sophisticated, and full of flavor.”
Launching on eatsomos.com in January 2022, the brand’s direct-to-consumer kits will supply the core ingredients necessary to make a restaurant-quality Mexican meal in ten minutes or less. SOMOS’ “Unusually Thick & Crunchy” stone-ground white corn tortilla chips are now available to try alongside the brand’s four hearty salsas.
What will the growth trajectory look like for this new brand? Only time, and Deli Market News, will tell.