Milling & Baking News - June 16, 2020 - 28

O'S
ND RICARD
MARIA A

Tortilla Update

Turning a profit with tortillas

Companies see surge in sales as product's versatility fits current environment

T

he tortilla market has become up during the last, let's say, 12 months in Caulipower earlier this year branched out
a category of change in recent a very important way. And we don't see beyond its pizza crusts with the launch
years. Whether consumers are any kind of change or important change of a cauliflower tortilla line. Frozen and
seeking out options that fit a gluten-free going forward for the rest of the year and ready-to-make, the tortillas are available
in original and grain-free varieties. While
lifestyle or searching for an alternative going in the future."
In an earlier conference call this year, cauliflower is the first ingredient, they
taste profile, tortilla makers have been
Mr. Cavazos Morales pointed to the stel- also contain chickpea flour with 7 grams
able to deliver.
More recently, though, the coronavirus lar performance of Mission Carb Balance of protein and are non-GMO, vegan and
(COVID-19) pandemic has contributed spinach herb and Mission Gluten-Free dairy-, wheat- and preservative-free.
"Caulipower's mission is to listen to
to a surge in the category. As shelter-at- spinach herb tortillas. Mr. Cavazos Mohome orders were put in place and con- rales said Gruma debuted approximately what people want," said Gail Becker,
sumers flocked to supermarkets to stock eight new products last year, with the founder and CEO of Caulipower. "Like
pantries, tortillas became a popular pur- Mission brand spinach herb varieties pizza, tortillas are beloved, versatile and
playing a key role in a sales volume spike. a natural fit for us to create a better-forchase due to their versatility.
In addition to low-carb and gluten- you option. Cauliflower tortillas offer anDollar sales in the hard/soft tortillas/
taco kits segment totaled $2.9 billion in free, tortilla makers are turning to non- other nutritious canvas to create their fathe 52 weeks ended May 17, up 14% from traditional ingredients to spur interest in vorite foods - with the same great taste
as our pizzas, the health benefits of caulithe same period a year ago, according to the category.
Maria and Ricardo's, a brand of Can- flower and the time-saving benefit all of
Information Resources, Inc., a Chicagobased market research firm. Unit sales, ton, Mass.-based Harbar LLC, intro- us so desperately need."
Cauliflower also is at the center of several
meanwhile, jumped a little more than 9% duced a trio of grain-free vegetable tortillas featuring cauliflower, zucchini and new product launches at B&G Foods, Inc.,
to 1.2 billion.
Mission Foods, which is a subsidiary of sweet potato. Made with a blend of avo- Parsippany, NJ. The company's
Gruma Corp., eclipsed $1 billion in hard/ cado oil and tapioca flour, the tortillas are Ortega brand recently
soft tortilla/taco kits sales in the 52week period ended May 17 as sales
Top-selling hard/soft tortillas/taco kits vendors
surged 19%.
In a mid-April earnings update,
Percent
Percent
Raul Cavazos Morales, chief finanDollar
change from
Unit
change from
cial officer at Gruma, said the "desales
year ago
sales
year ago
fensive nature" of the tortilla busiMission Foods Inc.
$1,008,134,064
19.1%
343,235,424
15.6%
ness led to strong growth.
Gruma Corp.
$427,897,491
6.7%
168,675,775
4.2%
To accommodate customer reGeneral
Mills,
Inc.
$349,130,718
14.7%
143,280,917
11.2%
quests, Mr. Cavazos Morales said
Ole Mexican Foods, Inc.
$338,658,655
20.1%
130,630,651
17.5%
Gruma eliminated some tortilla
Private label
$207,069,501
7.5%
115,331,806
4.6%
stock-keeping units (SKUs), efficiently reduced a few others and ramped
52 weeks ended May 17, 2020
up production of the most important
Total US multi-outlet w/ c-store (grocery, drug, mass market, convenience, military and select club and dollar
retailers)
ones. As a result, the company has
been able to supply more volume to
Source: Information Resources, Inc.
grocery stores during the pandemic.
Specifically, Mr. Cavazos Morales said dairy-free, soy-free, egg-free, certified glu- received a boost with
Gruma experienced good performance in ten-free, Non-GMO Project verified and the introduction of
CAULIPO
WER AN
vegan. The cauliflower and zucchini variet- cauliflower taco shells
its value-added products.
D ORTEG
A
"We have our star product - which ies offer one full serving of vegetables each, and cauliflower tortillas as
is low-carb tortilla - growing in a very while the sweet potato tortilla delivers half well as a line of street taco sauces.
"These new products have been very
good way," he said. "... In terms of net a serving. Each tortilla contains 110 calories.
"Our new grain-free veggie tortillas well received by our customers with many
sales, we are talking about an increase
of 10%. But the low-carb tortillas have are made with the finest ingredients in- of them saying it's the first real innovation
a contribution margin higher than 40%, cluding real vegetables, which pack them they've seen in the category in quite some
which is substantially higher than some with amazing flavor and texture," said time," Kenneth G. Romanzi, president and
other kind of products. Volumes are in- Ezequiel Montemayor, chief executive of- CEO, said in an early May conference call
creasing about 40% of low-carb tortilla in ficer of Maria and Ricardo's. "Paired with with analysts.
In the 52 weeks ended May 17, Ortega
the US. This is the star of our products, your favorite filling, they're a delicious
commanding the increase on the retail. way to add vegetables to any meal, espe- hard/soft tortilla/taco kit dollar sales toAnd this is going to be basically the same cially for consumers looking for gluten- taled $57.9 million, up 12.6% from the same
period a year ago, according to IRI. MBN
free or grain-free alternatives."
trend. We are expecting the same trend.
More recently, Los Angeles-based
"The low-carb tortilla has been going
- Eric Schroeder
28 / June 16, 2020

Milling & Baking News

bakingbusiness.com / world-grain.com


http://www.bakingbusiness.com http://www.world-grain.com

Milling & Baking News - June 16, 2020

Table of Contents for the Digital Edition of Milling & Baking News - June 16, 2020

Milling & Baking News - June 16, 2020 - 1
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https://www.nxtbook.com/sosland/mbn/2020_06_30
https://www.nxtbook.com/sosland/mbn/2020_06_16
https://www.nxtbook.com/sosland/mbn/2020_06_02
https://www.nxtbook.com/sosland/mbn/2020_05_19
https://www.nxtbook.com/sosland/mbn/2020_05_05
https://www.nxtbook.com/sosland/mbn/2020_04_21
https://www.nxtbook.com/sosland/mbn/2020_04_07
https://www.nxtbook.com/sosland/mbn/2020_03_24
https://www.nxtbook.com/sosland/mbn/2020_03_10
https://www.nxtbook.com/sosland/mbn/2020_02_25
https://www.nxtbook.com/sosland/mbn/2020_02_11
https://www.nxtbook.com/sosland/mbn/2020_01_28
https://www.nxtbook.com/sosland/mbn/2020_01_14
https://www.nxtbook.com/sosland/mbn/2019_12_31
https://www.nxtbook.com/sosland/mbn/2019_12_17
https://www.nxtbook.com/sosland/mbn/2019_12_03
https://www.nxtbook.com/sosland/mbn/2019_11_19
https://www.nxtbook.com/sosland/mbn/2019_11_05
https://www.nxtbook.com/sosland/mbn/2019_10_22
https://www.nxtbook.com/sosland/mbn/2019_10_08
https://www.nxtbook.com/sosland/mbn/2019_09_24
https://www.nxtbook.com/sosland/mbn/2019_09_10
https://www.nxtbook.com/sosland/mbn/2019_08_27
https://www.nxtbook.com/sosland/mbn/2019_08_13
https://www.nxtbook.com/sosland/mbn/2019_07_30
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https://www.nxtbook.com/sosland/mbn/2019_06_18
https://www.nxtbook.com/sosland/mbn/2019_06_04
https://www.nxtbook.com/sosland/mbn/2019_05_21
https://www.nxtbook.com/sosland/mbn/2019_05_07
https://www.nxtbook.com/sosland/mbn/2019_04_23
https://www.nxtbook.com/sosland/mbn/2019_04_09
https://www.nxtbook.com/sosland/mbn/2019_03_26
http://digitalmbn.bakingbusiness.com/sosland/mbn/2019_03_12
http://digitalmbn.bakingbusiness.com/sosland/mbn/2019_02_26
http://digitalmbn.bakingbusiness.com/sosland/mbn/2019_02_12
http://digitalmbn.bakingbusiness.com/sosland/mbn/2019_01_29
http://digitalmbn.bakingbusiness.com/sosland/mbn/2019_01_15
http://digitalmbn.bakingbusiness.com/sosland/mbn/2019_01_01
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_12_18
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_12_04
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_11_20
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_11_06
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_10_23
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_10_09
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_09_25
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_09_11
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http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_07_31
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_07_17
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_07_03
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_06_19
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_06_05
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_05_22
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_05_08
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_04_24
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_04_10
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_03_27
https://www.nxtbook.com/sosland/mbn/2018_03_13
https://www.nxtbook.com/sosland/mbn/2018_02_27
https://www.nxtbook.com/sosland/mbn/2018_02_13
https://www.nxtbook.com/sosland/mbn/2018_01_30
https://www.nxtbook.com/sosland/mbn/2018_01_16
https://www.nxtbook.com/sosland/mbn/2018_01_02
https://www.nxtbook.com/sosland/mbn/2017_12_19
https://www.nxtbook.com/sosland/mbn/2017_12_05
https://www.nxtbook.com/sosland/mbn/2017_11_21
https://www.nxtbook.com/sosland/mbn/2017_11_07
https://www.nxtbook.com/sosland/mbn/2017_10_24
https://www.nxtbook.com/sosland/mbn/2017_10_10
https://www.nxtbook.com/sosland/mbn/2017_09_26
https://www.nxtbook.com/sosland/mbn/2017_09_12
https://www.nxtbook.com/sosland/mbn/2017_08_29
https://www.nxtbook.com/sosland/mbn/2017_08_15
https://www.nxtbook.com/sosland/mbn/2017_08_01
https://www.nxtbook.com/sosland/mbn/2017_07_18
https://www.nxtbook.com/sosland/mbn/2017_07_04
https://www.nxtbook.com/sosland/mbn/2017_06_20
https://www.nxtbook.com/sosland/mbn/2017_06_06
https://www.nxtbook.com/sosland/mbn/2017_05_23
https://www.nxtbook.com/sosland/mbn/2017_05_09
https://www.nxtbook.com/sosland/mbn/2017_04_25
https://www.nxtbook.com/sosland/mbn/2017_04_11
https://www.nxtbook.com/sosland/mbn/2017_03_28
https://www.nxtbook.com/sosland/mbn/2017_03_14
https://www.nxtbook.com/sosland/mbn/2017_02_28
https://www.nxtbook.com/sosland/mbn/2017_02_14
https://www.nxtbook.com/sosland/mbn/2017_01_31
https://www.nxtbook.com/sosland/mbn/2017_01_17
https://www.nxtbook.com/sosland/mbn/2017_01_03
https://www.nxtbook.com/sosland/mbn/2016_12_20
https://www.nxtbook.com/sosland/mbn/2016_12_06
https://www.nxtbook.com/sosland/mbn/2016_11_22
https://www.nxtbook.com/sosland/mbn/2016_11_08
https://www.nxtbook.com/sosland/mbn/2016_10_25
https://www.nxtbook.com/sosland/mbn/2016_10_11
https://www.nxtbook.com/sosland/mbn/2016_09_27
https://www.nxtbook.com/sosland/mbn/2016_09_13
https://www.nxtbook.com/sosland/mbn/2016_08_30
https://www.nxtbook.com/sosland/mbn/2016_08_16
https://www.nxtbook.com/sosland/mbn/2016_08_02
https://www.nxtbook.com/sosland/mbn/2016_07_19
https://www.nxtbook.com/sosland/mbn/2016_07_05
https://www.nxtbook.com/sosland/mbn/2016_06_21
https://www.nxtbook.com/sosland/mbn/2016_06_07
https://www.nxtbook.com/sosland/mbn/2016_05_24
https://www.nxtbook.com/sosland/mbn/2016_05_10
https://www.nxtbook.com/sosland/mbn/2016_04_26
https://www.nxtbook.com/sosland/mbn/2016_04_12
https://www.nxtbook.com/sosland/mbn/2016_03_29
https://www.nxtbook.com/sosland/mbn/2016_03_15
https://www.nxtbook.com/sosland/mbn/2016_03_01
https://www.nxtbook.com/sosland/mbn/2016_02_16
https://www.nxtbook.com/sosland/mbn/2016_02_02
https://www.nxtbook.com/sosland/mbn/2016_01_19
https://www.nxtbook.com/sosland/mbn/2016_01_05
https://www.nxtbook.com/sosland/mbn/2015_12_22
https://www.nxtbook.com/sosland/mbn/2015_12_08
https://www.nxtbook.com/sosland/mbn/2015_11_24
https://www.nxtbook.com/sosland/mbn/2015_11_10
https://www.nxtbook.com/sosland/mbn/2015_10_27
https://www.nxtbook.com/sosland/mbn/2015_10_13
https://www.nxtbook.com/sosland/mbn/2015_09_29
https://www.nxtbook.com/sosland/mbn/2015_09_15
https://www.nxtbook.com/sosland/mbn/2015_09_01
https://www.nxtbook.com/sosland/mbn/2015_08_18
https://www.nxtbook.com/sosland/mbn/2015_08_04
https://www.nxtbook.com/sosland/mbn/2015_07_21
https://www.nxtbook.com/sosland/mbn/2015_07_07
https://www.nxtbook.com/sosland/mbn/2015_06_23
https://www.nxtbook.com/sosland/mbn/2015_06_09
https://www.nxtbook.com/sosland/mbn/2015_05_26
https://www.nxtbook.com/sosland/mbn/2015_05_12
https://www.nxtbook.com/sosland/mbn/2015_04_28
https://www.nxtbook.com/sosland/mbn/2015_04_014
https://www.nxtbook.com/sosland/mbn/2015_03_31
https://www.nxtbook.com/sosland/mbn/2015_03_17
https://www.nxtbook.com/sosland/mbn/mbn/2015_03__03
https://www.nxtbook.com/sosland/mbn/2015_02_17
https://www.nxtbook.com/sosland/mbn/2015_02_03
https://www.nxtbook.com/sosland/mbn/2015_01_20
https://www.nxtbook.com/sosland/mbn/2015_01_06
https://www.nxtbook.com/sosland/mbn/2014_12_23
https://www.nxtbook.com/sosland/mbn/2014_12_09
https://www.nxtbook.com/sosland/mbn/mbn_2014_11_25
https://www.nxtbook.com/sosland/mbn/2014_11_11
https://www.nxtbook.com/sosland/mbn/2014_10_28
https://www.nxtbook.com/sosland/mbn/2014_10_14
https://www.nxtbook.com/sosland/mbn/2014_09_30
https://www.nxtbook.com/sosland/mbn/2014_09_16
https://www.nxtbook.com/sosland/mbn/2014_09_02
https://www.nxtbook.com/sosland/mbn/214_08_19
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https://www.nxtbook.com/sosland/mbn/2014_07_22
https://www.nxtbook.com/sosland/mbn/2014_07_08
https://www.nxtbook.com/sosland/mbn/2014_06_24
https://www.nxtbook.com/sosland/mbn/2014_06_10
https://www.nxtbook.com/sosland/mbn/2014_05_27
https://www.nxtbook.com/sosland/mbn/2014_05_13
https://www.nxtbook.com/sosland/mbn/2014_04_29
https://www.nxtbook.com/sosland/mbn/2014_04_15
https://www.nxtbook.com/sosland/mbn/2014_04_01
https://www.nxtbook.com/sosland/mbn/2014_03_18
https://www.nxtbook.com/sosland/mbn/2014_03_04
https://www.nxtbook.com/sosland/mbn/2014_02_18
https://www.nxtbook.com/sosland/mbn/2014_02_04
https://www.nxtbook.com/sosland/mbn/2014_01_21
https://www.nxtbook.com/sosland/mbn/2014_01_07
https://www.nxtbook.com/sosland/mbn/2013_12_24
https://www.nxtbook.com/sosland/mbn/2013_12_10
https://www.nxtbook.com/sosland/mbn/2013_11_26
https://www.nxtbook.com/sosland/mbn/2013_11_12
https://www.nxtbook.com/sosland/mbn/2013_10_29
https://www.nxtbook.com/sosland/mbn/2013_10_15
https://www.nxtbook.com/sosland/mbn/2013_10_01
https://www.nxtbook.com/sosland/mbn/2013_09_17
https://www.nxtbook.com/sosland/mbn/2013_09_03
https://www.nxtbook.com/sosland/mbn/2013_08_20
https://www.nxtbook.com/sosland/mbn/2013_08-06
https://www.nxtbook.com/sosland/mbn/2013_07_23
https://www.nxtbook.com/sosland/mbn/2013_07_09
https://www.nxtbook.com/sosland/mbn/2013_06_25
https://www.nxtbook.com/sosland/mbn/2013_06_11
https://www.nxtbook.com/sosland/mbn/2013_05_28
https://www.nxtbook.com/sosland/mbn/2013_05_14
https://www.nxtbook.com/sosland/mbn/2013_04_30
https://www.nxtbook.com/sosland/mbn/2013_04_16
https://www.nxtbook.com/sosland/mbn/2013_04_02
https://www.nxtbook.com/sosland/mbn/2013_03_19
https://www.nxtbook.com/sosland/mbn/2013_03_05
https://www.nxtbook.com/sosland/mbn/2013_02_19
https://www.nxtbook.com/sosland/mbn/2013_02_05
https://www.nxtbook.com/sosland/mbn/2013_01_22
https://www.nxtbook.com/sosland/mbn/2013_01_08
https://www.nxtbook.com/sosland/mbn/2012_12_25
https://www.nxtbook.com/sosland/mbn/2012_12_11
https://www.nxtbook.com/sosland/mbn/2012_11_27
https://www.nxtbook.com/sosland/mbn/2012_11_13
https://www.nxtbook.com/sosland/mbn/2012_10_30
https://www.nxtbook.com/sosland/mbn/2012_10_16
https://www.nxtbook.com/sosland/mbn/2012_10_02
https://www.nxtbook.com/sosland/mbn/2012_09_18
https://www.nxtbook.com/sosland/mbn/2012_09_04
https://www.nxtbook.com/sosland/mbn/2012_08_21
https://www.nxtbook.com/sosland/mbn/2012_08_07
https://www.nxtbook.com/sosland/mbn/2012_07_24
https://www.nxtbook.com/sosland/mbn/2012_07_10
https://www.nxtbook.com/sosland/mbn/2012_06_26
https://www.nxtbook.com/sosland/mbn/2012_06_12
https://www.nxtbook.com/sosland/mbn/2012_05_29
https://www.nxtbook.com/sosland/mbn/2012_05_15
https://www.nxtbook.com/sosland/mbn/2012_05_01
https://www.nxtbook.com/sosland/mbn/2012_04_17
https://www.nxtbook.com/sosland/mbn/2012_04_03
https://www.nxtbook.com/sosland/mbn/2012_03_20
https://www.nxtbook.com/sosland/mbn/2012_03_06
https://www.nxtbook.com/sosland/mbn/2012_02_21
https://www.nxtbook.com/sosland/mbn/2012_02_07
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