Tia Lupita Acquired By Jumex Distributor Vilore Foods

Mexican food brand Tia Lupita announced this morning it has been acquired by Vilore Foods, the San Antonio, Texas-based distributor and commercial subsidiary of heritage food brands including La Costeña, Jumex and Totis. Founder Héctor Saldivar and the rest of the Tia Lupita team will stay on board to continue leading the brand, per terms of the deal.

“I’m thrilled that Tia Lupita Foods is joining the Vilore Foods family,” said Saldivar, in a press release. “Vilore Foods understands the cultural roots that drive our brand and has the reach and experience to take our products to even more shelves and kitchens across the country.”

The deal will expand market access for Tia Lupita products – which includes grain-free cactus tortilla chips, hot sauce and Mexican chili crunch – further across the U.S. and bring the brand into the Mexican market, Saldivar said in a LinkedIn post.

For Vilore – which operates a variety of packaged food brands including Jumex and Kern’s juice-based beverages, Pronto sweetened condensed milks, Congelli gelatin and flan mixes and milk modifier Choco Milk – the addition of Tia Lupita marks its official entry into the natural food space.

“This acquisition signifies Vilore Foods’ powerhouse expertise in distributing and championing Hispanic food brands in the U.S. market,” said Edgar Vargas, director of growth and brand development for Vilore Foods, in a release. “As more U.S. households seek trusted and authentic culturally connected products, we’ve kept an eye on the growth and potential of Tia Lupita Foods and believe this partnership will take the brand to the next level.”

Vilore already owns and operates two brands with similar product portfolios to Tia Lupita: Totis, which makes chicharones, cheese puffs and chips, as well as La Costena which sells salsas, sauces, and condiments. The addition of Tia Lupita brings a health-focused alternative to Vilore’s lineup that encompasses gluten-free, non-GMO and no-preservative products.

As evidenced by PepsiCo’s recent $1.2 billion acquisition of better-for-you, Mexican-American food brand Siete, consumer demand is growing for grain-free, clean label alternatives in the Hispanic food category. Premium tortilla chip and salsa brand Xochitl was also acquired last year, joining the growing portfolio of PE firm Forward Consumer Partners while SOMOS Foods has raised over $3 million in the less than five years since its inception.

Founded in 2018, California-based Tia Lupita has steadily gained momentum in the market. expanding to over 5,000 doors nationwide spanning natural, conventional and mass channel retailers. The company has raised about $4.5 million to-date, last closing a $2.6 million seed round in 2023 with all funding coming from Mexican investment institutions including lead investors Santatera Capital and GBM Ventures.

That same year, the brand also appeared on “Shark Tank,” securing a $500,000 line of credit at 12.5% interest from Kevin O’Leary (aka Mr. Wonderful), who took a 5% non-dilutible equity stake in the business.

“Congratulations to Hector and the team at Tia Lupita on being acquired by Vilore Foods,” said O’Leary, in the press release. “From day one, I believed in your mission to bring healthier, authentic Mexican flavors to the table, and you delivered. You built a brand that resonates with modern consumers while honoring tradition. This acquisition by Vilore Foods is a perfect match and a powerful validation of everything you’ve worked for.”