Three Mexicans who put Kind Snacks on the map have launched Somos, a brand of "authentic" Mexican foods made in Mexico.
Daniel Lubetzky, founder and former chairman and CEO of Kind Snacks, teams up with Kind's former CMO Miguel Leal and former head of product innovation Rodrigo Zuloaga to launch 14 plant-based, slow cooked Mexican foods "that can be mixed and matched to prepare delicious meals like tacos, tostadas, nachos, or chilaquiles in 10 minutes or less."
"Until now, Americans have had to dine out to enjoy a real Mexican meal," says Lubetzky. "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."
A photograph accompanying the news release showed eight products in stand-up pouches and four in jars – although the news release listed 14 products ranging from Spicy Refried Beans and Cauliflower Tinga to chips and salsas.
All three founders were born in Mexico, including Lubetzky in Mexico City. He founded Kind in 2004 and sold it to Mars in two halves, in 2017 and 2020. Since, he's been a frequent investor on TV's Shark Tank.
Leal was Kind's CMO for three years and spent the past two as CMO at Cholula. He previously worked at Danone, Diamond Foods (the Kettle brand) and PepsiCo's Frito-Lay. Zuloaga spent nearly 13 years on Kind's New Product Development team.