Nutrition Marketing for Creating a Household Name

This authentic Mexican-American brand is finding success on Whole Food’s top shelf. How did they get here, what does the future hold for grain-free Siete, and how can you apply it all to your brand?

When Veronica Garza found out she had a grain-intolerance, it meant more than missing out on certain foods, it meant losing part of her culture. As a Mexican-American, tortillas were front and center in her family’s kitchen. Suddenly, tacos, enchiladas, fajitas and burritos were off that table.

Par for the course in CPG world, the family of seven (“Siete,” get it?) decided to create a grain-free tortilla — and well, you can guess the rest. The result was something that demanded to be shared, big time.

Here are a few ways Siete grew their newly-invented family of products into something amazing.

  • Authentic Branding – The Garzas have been successful in blending their Mexican-American heritage into the brand. Everything from the bright packaging to the flavorings and ingredients is on the nose. Siete is also advocating for healthier lifestyles among Latino families — leading!
  • It’s more than a substitute – Siete brought the first ever grain-free tortilla to the mass market; something really cool for people with food sensitivities. But, Siete’s products aren’t just substitutes for tortillas and chips — they might be better. Just try them — they’re damn good, intolerance or not.
  • Thoughtful line extensions – Last time I went to Whole Foods, the top shelf in the weirdly wonderful vegan aisle featured five Siete tortilla SKUs. Fantastic visibility that’s come as the result of innovation. While line extensions can mean more shelf space, new items should be added thoughtfully. You can see (and taste), these guys took the time to create equally delicious chips and hot sauce.

Where can the brand go from here?

  • Address sticker shock – Siete tortillas run about a buck a piece. Oh baby! Higher quality ingredients such as cashew flour, cassava, and chia are what allow the grain-free recipe. Addressing customers with a “we know it’s a lot, but here’s why” message could drive more purchases — or at least create understanding.
  • Push food sensitivity testing – Food sensitivity kits such as the one from Everlywell allow people to test for their food intolerances from home. Siete could raise awareness of food sensitivities (maybe by helping people get a deal on Everlywell, hint, hint). And get themselves some major loyalty.
  • Help people plan their meals – Siete is perfectly set up to help people plan a week or “seven,” get it — days of meals. A tortilla can act as a base for so many foods, it could be eaten in a different, delicious way every day of the week. People don’t know what to eat folks — take the messaging beyond the product and win!

There you go. If you’re interested in finding deeper insights, but you’re still not sure what to do, let’s chat.

You can also email me at eric@thedigestiblebrand.com if you’d like a copy of my marketing tools one-pager (that’s actually three pages).

Be digestible. And thanks.

Eric Kiker: Speaker

Author of The Digestible Brand: The Secret Sauce for Marketing Nutrition to the Confused Consumer

Agency Principal/LRXD

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