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Siete Foods Joins PepsiCo – Can Big Business and Authentic Brands Coexist?

Lover of Siete Foods? Me too, along with a bunch of other people online until…



All over the internet a few weeks ago, I was STUNNED to see so much backlash and people talking about how now PepsiCo was going to change the ingredients because of “profits.” 


I’m a consumer of Siete Brands because I ate grain-free for quite some time, and still do love their products. We actually use them almost weekly for “Taco Tuesdays.”





How Siete, a Family Business, Grew into a Billion-Dollar Brand

Siete Family Foods was actually started in 2014 by a family in Laredo, Texas: The Garza Family. Veronica Garza was diagnosed with an auto-immune disorder and her family came together to help create new tortillas she could eat, and the rest is history. 


What’s interesting about Siete is a few times that it’s raised a significant amount of capital, it was done when they least expected it. Miguel Garza, the CEO, talked about running the business like a start-up (you know that whole Founder-Mode vs Manager-Mode thing.) In 2019, they raised $90 million from a private equity firm and even had Eva Longoria join their board in April of this year, who also invested in the brand.


Even during those times, no one said anything about the company getting too big. 


Let’s talk about the announcement in October, it was everywhere with LOTS of opinions (including now this blog that you’re reading.) Many people are saying that PepsiCo is going to change the products and water down the brand, but PepsiCo has a strategic health action plan…


PepsiCo’s Other Health-Focused Acquisitions

Here are two direct quotes from their website:

In alignment with global dietary guidelines and a healthy sustainable diet, we strive to deliver nutritional benefits through the provision of food groups to encourage (beans/peas/lentils, whole grains, fruits & vegetables, nuts & seeds, and low fat/fat free dairy) and more plant-based sources of protein. (Source)


By 2025, 75% of our global foods portfolio volume will contain less than 1.3 mg sodium per calorie and less than 1.1 g saturated fat per calorie.


Here is PepsiCo’s Nutrition Criteria they aim to meet by 2025. (That link is also the source for the second quote.) 


Prior to Siete Foods, PepsiCo also acquired:



Here are some other smaller companies that were acquired by big brands, that have since upheld their initial purpose:



So, why is this is such a great acquisition idea?


The Hispanic Consumer Market: A Billion-Dollar Opportunity

The Hispanic Consumer is the fastest-growing consumer segment in the market today. To have PepsiCo’s capital and marketing efforts to help expand the brand that already has a tie to the heritage is an easy YES. This also rings true because brands shouldn’t discuss community impact without including those community members. Oh, one more thing, the US Hispanic annual buying power is expected to exceed $2.5 trillion in the next two years (source.)


Not only does the acquisition align with PepsiCo’s Health Food Strategic plan, it also leans into to the fast-growing consumer segment and can use its own national reach to continue to grow the brand. 


If you’re truly worried about the ingredients list, be sure to keep checking the box. However, Siete Foods is estimated to have around $500 million in its own revenues, which is only 1% of Pepsi’s total revenue base from 2023. Yahoo Finance, even suggested that with Pepsi’s brand power, Siete Foods could be as big as Gatorade. 


All of that to also say, that a family business based on helping one of their own then grew their company into a billion-dollar acquisition. Is that the “American Dream?” 


In the end, it all comes down to perspective. There’s always going to be skepticism and social media feedback, especially when the big guys come into play (as many people on social media called them “Big Food.”) But what this is really about is a family business built from love and necessity now has the backing to expand its reach without sacrificing what made it special in the first place.


So, what’s your take—do you think Siete Foods will thrive under PepsiCo’s wing, or are you waiting with a skeptical side-eye? Either way, here’s to being courageous enough to say YES to opportunity, capable enough to grow with it, and strong enough to embrace change. 🌮


PS I bought my weekly back of tortillas today, so I’m a YES for Siete. Congratulations to the Garza Family.

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