The Evolution of Mexican Cuisine in America: Somos CPG and the Future of Authentic Flavors

In recent years, the landscape of Mexican cuisine in the United States has undergone a remarkable transformation. Gone are the days when "Mexican food" meant only tacos, burritos, and nachos. Today, American diners are experiencing a rich tapestry of authentic flavors that more closely resemble the diverse culinary traditions found across Mexico. At the forefront of this gastronomic revolution is Somos, a consumer packaged goods (CPG) brand that's bridging the gap between restaurant trends and home cooking. Let's explore how Somos is reshaping the Mexican food industry and what this means for the future of CPG trends.

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The Mexican Food Renaissance in American Restaurants

From Tex-Mex to True Mex

For decades, what passed as Mexican food in the United States was largely a Tex-Mex interpretation – a fusion cuisine born from the blending of Mexican and American culinary traditions along the Texas-Mexico border. While delicious in its own right, Tex-Mex often overshadowed the true diversity of Mexican cuisine.

However, in recent years, there has been a seismic shift. Restaurants across the country have begun to showcase a more authentic representation of Mexican dishes. This change can be attributed to several factors:

Increased travel and cultural exchange between the U.S. and Mexico
A growing Mexican-American population with strong ties to their culinary heritage
Food media and social platforms exposing Americans to regional Mexican specialties
Acclaimed chefs championing traditional Mexican ingredients and techniques

According to a report by the National Restaurant Association, Mexican cuisine has consistently ranked in the top three ethnic cuisines in the United States, with 86% of Americans reporting that they eat Mexican food at least once a month.

The New Mexican Menu

Today's Mexican restaurants in the U.S. are more likely to feature dishes that would be familiar to diners in Mexico City, Oaxaca, or Puebla. Some of the trending items include:

Al pastor: Marinated pork cooked on a vertical rotisserie, often served in tacos
Birria: A rich, spicy meat stew traditionally made with goat or lamb
Elote: Mexican street corn topped with mayo, cheese, chili powder, and lime
Tlayudas: Large, crispy tortillas topped with refried beans, meat, and other toppings
Mole: Complex sauces made with dozens of ingredients, including chili peppers and chocolate

This evolution in restaurant offerings has created a more sophisticated and adventurous American palate when it comes to Mexican flavors. A survey by Technomic found that 73% of consumers are interested in trying regional Mexican cuisines, indicating a growing appetite for authenticity and diversity in Mexican food offerings.

The CPG Gap: Where Somos Sees Opportunity

While restaurants were revolutionizing their Mexican menus, the grocery store aisles remained surprisingly stagnant. Miguel Leal, co-founder of Somos, observed this disparity firsthand. Despite the changing tastes of American diners, supermarket shelves continued to stock the same old staples: bright yellow taco shells, canned refried beans, and jarred salsas that bore little resemblance to their authentic counterparts.

This gap between restaurant experiences and at-home options presented a clear opportunity for innovation in the CPG space. Somos set out to bridge this divide by creating a line of products that would make authentic Mexican flavors accessible for home cooks.

The Somos Mission

Somos' goal is ambitious yet straightforward: to make cooking Mexican food at home as easy as preparing pasta with jarred sauce. This mission addresses several key challenges:

Complexity: Many authentic Mexican dishes require numerous ingredients and lengthy preparation times.
Unfamiliarity: Home cooks may feel intimidated by unfamiliar techniques or ingredients.
Accessibility: Some traditional Mexican ingredients can be difficult to source outside of specialty stores.

By tackling these issues, Somos aims to democratize authentic Mexican cuisine, making it possible for anyone to enjoy these flavors in their own kitchen.

Product Development: Balancing Authenticity and Convenience

Creating CPG products that capture the essence of restaurant-quality Mexican food while also being convenient for home cooks is no small feat. Somos' approach to product development involves several key strategies:

Simplifying Without Sacrificing Flavor

One of the main challenges in developing Somos products is reducing the complexity of traditional recipes without compromising on taste. This often involves:

Carefully selecting key ingredients that provide maximum flavor impact
Developing proprietary blends of spices and seasonings
Pre-cooking or preparing certain components to reduce overall preparation time

For example, Somos' Smoky Chipotle Rice uses a blend of spices and dried vegetables to recreate the complex flavors of traditional Mexican rice without the need for multiple ingredients and long cooking times.

Innovative Cooking Processes

To achieve restaurant-quality results at scale, Somos has had to get creative with their production methods. A prime example is their use of the tatemado process for salsa preparation:

Tatemado involves roasting vegetables and tomatoes together
This method creates a thicker, less watery salsa
The result is a product that doesn't make tacos soggy and retains its flavor better

This technique is traditionally used in Mexican cuisine, particularly in the preparation of salsas and moles. By incorporating it into their production process, Somos is able to deliver a more authentic flavor profile while ensuring the product meets the convenience needs of modern consumers.

Sourcing Clean, Authentic Ingredients

Somos has placed a strong emphasis on ingredient quality, which serves several purposes:

It helps combat misconceptions about Mexican food being unhealthy or heavy
It aligns with current consumer trends towards clean eating and transparency
It provides a quality level comparable to high-end restaurant offerings

To achieve this, Somos has:

Worked directly with Mexican farmers and suppliers
Helped producers obtain non-GMO and gluten-free certifications
Focused on plant-based options for their initial product line

According to a report by the Hartman Group, 69% of consumers say they're interested in clean-label products, indicating that Somos' focus on high-quality, transparent ingredients is well-aligned with consumer preferences.

Capitalizing on Cross-Cultural Trends

One of the most interesting aspects of Somos' approach is how they look beyond Mexican cuisine for inspiration. By identifying popular trends in other culinary traditions, they can:

Anticipate potential crossover hits
Introduce Mexican equivalents to trending products
Create unique fusion offerings that appeal to adventurous eaters

A prime example of this strategy is Somos' introduction of salsa macha, which they positioned as a Mexican alternative to the wildly popular Asian chili crisps that have taken the U.S. market by storm.

The Salsa Macha Success Story

Inspiration: Noticing the popularity of products like Fly by Jing's Sichuan Chili Crisp
Product: Salsa macha, a Mexican chili oil with a similar flavor profile and versatility
Marketing: Collaborative content with Fly by Jing, showcasing the similarities and applications of both products

This approach not only capitalizes on existing trends but also educates consumers about traditional Mexican condiments they may not have encountered before. According to Mintel, 57% of US consumers say they enjoy trying new flavors from time to time, suggesting that Somos' strategy of introducing lesser-known Mexican products alongside familiar global trends is likely to resonate with a significant portion of the market.

Looking to the Future: Predicting Long-Term Trends

Somos' success isn't just about reacting to current trends – it's about anticipating the flavors and products that will resonate with consumers years down the line. The company takes a proactive approach to trend forecasting:

Research Trips to Mexico

Regular visits to explore regional cuisines and emerging flavors
Meetings with local farmers to discuss new and interesting ingredients
Dinners with chefs to understand evolving techniques and presentations

These research trips allow Somos to stay ahead of culinary trends and bring authentic, innovative products to market before competitors. For instance, their exploration of regional mole varieties led to the development of their Mole Poblano sauce, introducing American consumers to this complex and flavorful traditional sauce in a convenient format.

Long-Term Product Development

Given the extended timelines involved in CPG product development, Somos is already planning for products that won't hit shelves for 5-6 years. This forward-thinking approach allows them to:

Stay ahead of culinary trends
Develop and refine products over time
Build relationships with suppliers for future ingredient needs

For example, Somos is currently researching ancient Mexican grains like amaranth and experimenting with ways to incorporate them into future product lines, anticipating a growing interest in heritage ingredients.

The Impact on the CPG Landscape

Somos' approach to bringing authentic Mexican flavors to the CPG space is having ripple effects throughout the industry. Here are some of the ways this trend is shaping the future of packaged foods:

Elevation of Ethnic Cuisines

Other ethnic food brands are following suit, focusing on authenticity and quality
Consumers are becoming more discerning about "ethnic" products, demanding truer representations of global cuisines

A report by Innova Market Insights found that global flavors and ingredients are becoming increasingly popular in Western markets, with a 21% annual growth in product launches featuring ethnic flavors between 2013 and 2017.

Emphasis on Clean Labels and Transparency

The success of Somos' clean ingredient strategy is encouraging other brands to prioritize ingredient quality
There's a growing expectation for CPG products to match restaurant quality, especially in ethnic food categories

According to the Food Marketing Institute, 75% of consumers say they're more likely to switch to a brand that provides more in-depth product information, beyond what's on the physical label.

Blurring of Culinary Boundaries

Cross-cultural product development, like the salsa macha example, is becoming more common
Consumers are more open to fusion products that blend familiar and unfamiliar flavors

A study by Datassential found that 87% of consumers are interested in trying fusion cuisines, indicating a growing appetite for innovative, cross-cultural flavors.

Convenience Without Compromise

The CPG industry is increasingly focused on delivering restaurant-quality experiences at home
Brands are investing in innovative processing and packaging technologies to preserve authenticity while ensuring convenience

Nielsen reports that 58% of global consumers feel that their eating habits have become healthier over the last two years, suggesting that brands that can offer both convenience and high-quality, nutritious options are well-positioned for success.

Challenges and Opportunities for CPG Brands

As the market for authentic ethnic foods grows, CPG brands face both challenges and opportunities:

Challenges:

Sourcing: Securing a consistent supply of high-quality, authentic ingredients can be difficult and expensive
Education: Many consumers may be unfamiliar with traditional dishes or ingredients, requiring significant marketing efforts
Competition: As the market becomes more crowded, brands will need to differentiate themselves beyond just claims of authenticity

Opportunities:

Market Growth: The demand for authentic global cuisines shows no signs of slowing down
Premiumization: Consumers are willing to pay more for products perceived as truly authentic and high-quality
Innovation: There's still significant room for new product development in many ethnic food categories

According to Euromonitor International, the global market for ethnic foods is expected to reach $40.7 billion by 2023, growing at a CAGR of 5.6% from 2018 to 2023.

The Future of Mexican Food in American Homes

As brands like Somos continue to innovate and bring restaurant-quality Mexican flavors to supermarket shelves, we can expect to see a transformation in how Americans cook and eat Mexican food at home. Some predictions for the future include:

A wider variety of regional Mexican dishes becoming mainstream
Increased use of traditional Mexican ingredients in fusion cooking
Growing demand for specialty Mexican products like heirloom corn varieties and artisanal cheeses
More Americans attempting to recreate complex dishes like mole at home, aided by high-quality CPG products

A survey by OnePoll found that 73% of Americans consider themselves "adventurous eaters," suggesting that there's a significant market for more diverse and authentic Mexican food products.

Conclusion: The Somos Effect

Somos' success in bridging the gap between restaurant trends and home cooking is more than just a business story – it's a cultural shift. By making authentic Mexican flavors more accessible, they're not only changing what Americans eat, but also how they perceive and appreciate Mexican cuisine.

This approach sets a new standard for CPG brands, particularly those focused on ethnic cuisines. It demonstrates that there's a significant market for products that prioritize authenticity, quality, and convenience without compromise.

As we look to the future, it's clear that the CPG landscape will continue to evolve, driven by innovative brands like Somos that dare to challenge the status quo. For consumers, this means more options, better quality, and the ability to explore global cuisines from the comfort of their own kitchens. For the food industry, it represents a call to action: embrace authenticity, prioritize quality, and never stop innovating.

The story of Somos is just the beginning. As more brands follow their lead, we can look forward to a future where the line between restaurant dining and home cooking becomes increasingly blurred, and where the rich, diverse flavors of the world are available to all, one pantry staple at a time. With the global ethnic foods market projected to reach $98.06 billion by 2027, according to Allied Market Research, the potential for growth and innovation in this space is enormous. As consumers become more adventurous and discerning in their culinary choices, brands that can deliver authentic, high-quality ethnic food experiences at home are poised for success in the years to come.