AUSTIN, Texas — Three Mexican executives behind Kind snacks are teaming up with a line of products they say is real Mexican food made in Mexico, the way Mexicans make it.
With their new brand, Somos, Kind Snacks founder Daniel Lubetzky, former Kind CMO Miguel Leal and former Kind Head of Product Innovation Rodrigo Zuloaga want to transform American kitchens into real Mexican cocinas filled with delicious, easy-to-make food from the heart of Mexico.
“Until now, Americans have had to dine out to enjoy a real Mexican meal,” Somos Founder and Executive Chairman Lubetzky said. “At home, options have been limited to foods that don’t actually exist in Mexico, like fluorescent molded hard-shell yellow corn tortillas. Somos was created using inspiration from family recipes that have been passed down through generations and will introduce people to true Mexican cocina staples.”
Somos’ inaugural product range offers shelf-stable, slow-cooked Mexican foods for easily preparing dishes like tacos, tostadas, nachos or chilaquiles the Mexican way, the company said. The brand offers a variety of rices, beans, tortilla chips, salsas and plant-based entrees, including smoky chipotle mushrooms; cauliflower tinga; and two kinds of ‘pea-cadillo,’ Somos’ own plant-based alternative to ground beef, all which can be mixed and matched to create tasty, homemade Mexican meals.
Somos products are produced entirely in Mexico and sources most ingredients from local Mexican family farms. All foods are plant-based, gluten-free and non-GMO, the company said. Somos pouches are microwavable and ready to heat and eat in 90 seconds (or can be prepared via stovetop).
Products include:
Rices ($2.99 per 8.8-ounce package):
- Mexican brown rice, with tomatoes, roasted red bell, ancho and guajillo peppers blended with olive oil, sea salt and garlic.
- Cilantro lime white rice, with mixed with cilantro, lime juice, olive oil, sea salt and other spices .
Beans ($3.79 per 10-ounce package):
- Mexican black beans, a blend of whole black beans, onion, garlic and sea salt.
- Spicy refried beans, Mexican jalapeno peppers and bayo beans seasoned with sea salt, onion and garlic.
Plant-based entrees ($5.29 per 10-ounce package):
- Smoky chipotle mushrooms cooked in a traditional Mexican chipotle with adobo sauce of roasted tomatoes, onion, garlic and ground bay leaves.
- Cauliflower tinga, which is cauliflower in a traditional Puebla Mexico tinga sauce made with fire-roasted tomatoes, chipotle peppers and onions.
- Mexican pea-cadillo, a plant-based twist on traditional picadillo, Somos’ own hearty pea-based alternative to beloved picadillo.
- Pea-cadillo in salsa verde, which is a meatless take on picadillo in a green tomatillo salsa with potatoes, serrano pepper and cilantro.
“While Americans often think of Mexican as being heavy on meat, cheese and greasy sauces, real Mexican food celebrates the natural vegetables, grains and legumes of its diverse geographies,” said Miguel Leal, Somos co-founder and CEO. “Somos is committed to preserving the integrity of these ingredients and preparing our foods as close to the traditional way as possible, helping consumers make and enjoy delicious meals that are clean, sophisticated and full of flavor.”
Somos, which means “We Are” in Spanish, aspires to connect Mexico and the world by replacing a narrow view of Mexico with one as diverse as its food, the company said. Somos is cooking up ways to support Mexico’s emerging artists, chefs, musicians and social entrepreneurs starting in 2022.
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