Siete won one store at a time, then 40,000 of them.
A grain-free tortilla sold at a family gym reached $400M in 2023 retail sales and a $1.2B PepsiCo sale in January 2025. It grew in grocery, not online: even its own product page opens on “Buy in store.”
BLOOM10X did not work with Siete. This breakdown uses public sources only, linked below.
- 2014Tortillas sold at the family’s CrossFit gym in Laredo, Texas
- May 2014First cases on the shelf at an Austin co-op sell out the next day
- 2015Whole Foods’ Austin flagship, after two noes
- 2019$90M growth round; about 8,000 stores
- 2023$400M in retail sales, up from $150M in 2020
- Jan 2025PepsiCo closes the $1.2B purchase
Siete was private and is now owned by PepsiCo. Retail sales count what shoppers paid in tracked stores, not Siete’s own revenue.
What the public figures add up to.
Each tile uses only cited inputs. “Our math” is plain arithmetic on them.
Five plays behind the sale.
-
Sell where the buyer already gathers
Veronica Garza made almond flour tortillas for her own diet, and the family sold them at its CrossFit gym in Laredo, where members already ate paleo (5). Some buyers still ate regular tortillas and bought them for the taste (5).
Copy this: find the one room where your niche buyer already spends time. Sell there first and write down every reason people give.
-
Make the buyer taste it in front of you
At the Austin co-op, Miguel Garza asked the buyer to try a warm tortilla on the spot. The buyer said yes, the first cases went on the shelf around May 1, 2014, and they sold out May 2 (3, 5).
Copy this: when you pitch a store or a creator, send product they can try that day, then ask for the order in the same message.
-
Let one retailer launch you
Whole Foods said no a couple of times. A co-op shopper mentioned Siete to its cofounder, and Siete landed in the Austin flagship in early 2015 (3). In June 2026 Whole Foods was still running its own Meta ads for 25% off Siete (8).
Copy this: pick one retail partner and send your ads and emails to its shelves first. A retailer that sells you will advertise you.
-
Turn one tortilla into taco night
The single tortilla became chips, sauces, seasonings, beans, cookies and salsas, sold in 40,000+ stores (1). Product pages link to recipes that use three or four Siete products at once (6).
Copy this: build a recipe or bundle that puts three of your products in one order. It is the cheapest way to raise order value.
-
Make heritage the brand
Miguel Garza’s plan to stand out was to lead with the family’s Mexican-American heritage (3). The Juntos Fund began in 2021 with a $25,000 award; in 2026 it is giving $500,000, including free tacos at 12 taquerias on one Taco Tuesday (3, 7).
Copy this: put the founder story on the pack and the product page, and fund one community program your buyers can see.
“Whole Foods actually told us ‘no’ a couple of times.”
One shelf became forty thousand.
Stores carrying Siete
Six ways Siete reaches a buyer
“family first, family second, business third.”
How “Our History” sells in 39 seconds.
A short founder video on Siete’s YouTube with 90,154 views. Our wireframe, built from its transcript and description, not its footage.
- 1Hook: who is talkingVeronica Garza gives her name and title in the first line. The maker is the ad.
- 2A date, not a claim“In 2010 I created what became our first product.” A specific year reads as true.
- 3Name the standardHer test was how her grandmother’s homemade flour tortillas tasted and felt.
- 4The toughest judgeShe hands one to her mother, who makes them herself.
- 5The verdict as proof“These are better than mine.” Social proof from the one person who would know.
- 6Name the proofThe description calls it the “Abuela Approved” tortilla. No health claim anywhere.
Three official Siete videos to study.
Retailers ran the Siete ads we found.
In US Ad Library searches on Nov 10, 2026, the Siete ads came from retailers’ own pages, not from Siete.
“Poppi Soda + Siete Snacks”
Meijer’s own ad: buy one, get one 50% off, pairing Siete chips with Poppi, another PepsiCo brand.
The retailer pays for the reach and owns the click. Siete gets the shelf.
“Big Siete savings.”
Whole Foods ran a Siete-only sale ad: 25% off select items with Prime, through June 23.
Eleven years after the Austin flagship, the first big retailer still puts Siete in its own ads.
Screenshots from the Meta Ad Library, taken Nov 10, 2026. Click an image to enlarge.
The product page opens on “Buy in store.”
On Nov 10, 2026 the almond flour tortilla page put stores first and the online order second. Tap a number to see what each part does.
- 1Proof first4.9 stars from 1,031 reviews, right under the name.
- 2Two sizes7oz and 17.6oz. The 20-count pack is made only for Costco.
- 3Store is the default“Buy in store” is the open tab. Online is the second choice.
- 4The online orderA 6-pack is $55.00 once or $49.50 on Subscribe & Save 10%, every 7 to 90 days. Tortilla orders ship free by FedEx 2-day.
- 5Location, filled inThe page guessed the visitor’s town before asking.
- 6Retailers as buttons“Buy From Target” and “Buy From Walmart,” each a full-width button.
Read it with three caveats.
- $400M is not Siete’s revenue. It is what shoppers paid in tracked stores (4). The brand’s own take is lower after retailer and distributor margins.
- Grocery took capital. Siete raised $90M in 2019, when it was in about 8,000 stores (3, 4). Shelf growth is paid for before it pays back.
- Home turf helped. Whole Foods is based in Austin, where Siete started, and the first yes came from a shopper who knew its cofounder (3).
- What we’d do differently: a Shopify brand without 40,000 stores should open its product page on “Buy online,” with the subscription preselected, and keep the store finder one tap away.
Six moves for a $1M–$10M Shopify brand.
- Write down where your best buyers already gather, and sell there before you buy ads. Seeding
- Bundle three products into one recipe or kit to lift order value. Order value
- Check a subscribe-and-save discount against your margin before you launch it. Margin calculator
- Put the founder and family story on the product page, above the fold. Conversion
- When a retailer says yes, send your ads and emails to its shelves for the first month. Meta ads
- Work out what a repeat buyer is worth before you pay for wholesale growth. LTV calculator
Where every number comes from.
- PepsiCo, “PepsiCo completes acquisition of Siete Foods,” Jan 17, 2025. pepsico.com
- Amelia Lucas, “PepsiCo to buy tortilla chip maker Siete Foods for $1.2 billion,” CNBC, Oct 1, 2024. cnbc.com
- Tom Huddleston Jr., “How the Mexican-American family behind Siete’s grain-free tortillas hit $200 million in annual sales,” CNBC Make It, Oct 14, 2021. cnbc.com
- Sahar Chmais, “Siete Family Foods’ retail sales reach $400M as Austin brand aims for billion-dollar empire,” Austin Business Journal via KXAN and Yahoo Finance, Apr 18, 2024. finance.yahoo.com
- NBC 5 Dallas-Fort Worth, “How Siete Foods went from selling tortillas at a gym to being acquired by PepsiCo for $1.2B,” Oct 9, 2024. nbcdfw.com
- Siete Foods, home page, footer and Grain Free Almond Flour Tortillas product page, viewed Nov 10, 2026. sietefoods.com
- Siete Foods, “Juntos Fund 2026,” viewed Nov 10, 2026. sietefoods.com/community/juntos-fund
- Meta Ad Library, Meijer ad 1159710077008498 and Whole Foods Market ad 27903640422577528, viewed Nov 10, 2026. facebook.com/ads/library
- Siete Foods, official YouTube channel: “Our History” and “The Garza Family” (Jun 3, 2019), “The Siete Story” (Aug 2, 2018). youtube.com/@SieteFoods
