Siete Foods

Siete Foods is an American food brand built around Mexican-American home cooking, founded in Austin, Texas, by the Garza family and led publicly by Veronica Garza. The brand's name — "Siete" means "seven" in Spanish — refers to the seven family members whose recipes and dietary needs shaped the product line. The company began with grain-free, almond-flour tortillas created for family members following specific diets, and grew into a broader portfolio of Mexican-American pantry staples. Siete sells tortillas (including almond flour, cassava and chickpea varieties), tortilla chips, taco shells, seasonings, sauces and salsas, beans, cookies and other packaged foods. Its products are positioned as grain-free, gluten-free and often vegan or paleo-friendly, aimed at shoppers seeking better-for-you versions of traditional Mexican foods. Distribution spans natural grocery, mainstream supermarkets and club stores across the United States, and the brand has become one of the better-known Hispanic-founded food brands in the American natural-products channel. The company operates as a private, family-founded business. It has attracted outside investment to fund expansion, and in 2024 it was reported that PepsiCo had agreed to acquire Siete Foods for a reported figure of roughly $1.2 billion, a deal that drew attention as a major consumer-goods acquisition of a family-founded Hispanic food brand. The brand continues to be marketed under the Siete name. Siete's positioning rests on cultural authenticity combined with modern dietary needs: family recipes adapted to be grain-free and gluten-free, packaged for convenience and sold nationally. Its marketing leans on family storytelling, bilingual cultural resonance and the "Juntos" community ethos rather than on mass-market price competition.

Siete Foods was founded in Austin, Texas, in 2014 by the Garza family, with Veronica Garza as its public face. The origin story is rooted in health: family members were dealing with autoimmune and dietary conditions that required grain-free, gluten-free eating, and Veronica began making almond-flour tortillas at home so the family could still enjoy the Mexican foods they grew up with. The name "Siete" — seven in Spanish — refers to the seven members of the family involved in the venture. From those home-made tortillas, the family built a packaged-food business. Early products centered on grain-free tortillas made with almond flour, later extended to cassava and chickpea flour versions, and the range widened into tortilla chips, taco shells, seasonings, sauces and salsas, beans, and cookies. The brand positioned itself at the intersection of Mexican-American culinary tradition and modern "better-for-you" diets, appealing to gluten-free, grain-free, paleo and vegan shoppers as well as to Hispanic consumers looking for familiar flavors. Growth came through the U.S. natural and specialty grocery channel before expanding into mainstream supermarkets and club stores. The company remained family-founded and privately held, taking outside investment to support manufacturing and distribution scale-up. Its marketing emphasized family storytelling, bilingual cultural connection and community, rather than discount-driven volume. In 2024, PepsiCo agreed to acquire Siete Foods in a deal reported at roughly $1.2 billion, one of the larger acquisitions of a family-founded Hispanic food brand by a global consumer-goods company. The transaction underscored how mainstream food majors were buying into fast-growing, culturally rooted better-for-you brands. Siete continues to be sold and marketed under its own name.

• 2024

  PepsiCo agrees to acquire Siete Foods in a deal reported at roughly $1.2 billion.

• 2014

  Siete Foods founded in Austin, Texas by the Garza family.

Better-for-you, grain-free and gluten-free Mexican-American pantry foods rooted in family recipes and cultural authenticity.

• Almond flour tortillas

  The brand's original grain-free, gluten-free tortilla made with almond flour.

• Cassava flour tortillas

  Grain-free tortillas made with cassava flour.

• Grain-free tortilla chips

  Tortilla chips in the brand's grain-free style.

• Seasonings and salsas

  Mexican-American pantry seasonings and salsas.

• 2026

  Texas AG investigation into avocado oil labeling

  In 2026, Texas Attorney General Ken Paxton launched an industry-wide investigation into companies marketing products as "made with avocado oil." The action followed a UC Davis study that found 89% of 54 tested avocado oil-labeled products were adulterated with undisclosed seed oils. Civil Investigative Demands were issued to Primal Kitchen, Siete Foods and Chosen Foods, with more companies expected to be named. The investigation is intended to determine whether the companies violated the Texas Deceptive Trade Practices Act.

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• 2026-08-27

  Texas AG opens investigation into avocado oil labeling[1]Texas AG investigation into avocado oil labelingnaturalnews.com

  Texas Attorney General Ken Paxton launched an industry-wide investigation into companies marketing products as 'made with avocado oil' after a 2026 UC Davis study found 89% of 54 tested avocado oil-labeled products were adulterated with undisclosed seed oils. Civil Investigative Demands were issued to Primal Kitchen, Siete Foods and Chosen Foods, with more companies expected to be named, to determine whether they violated the Texas Deceptive Trade Practices Act.

1. 1Texas AG investigation into avocado oil labelingnaturalnews.com