Kind food entrepreneur, former execs launch ‘authentic’ Mexican brand
SOMOS and Kind Snacks founder Daniel Lubetzky aims to bring food from the heart of Mexico into American pantries
Kind founder announces new Mexican food brand
Daniel Lubetzky shares details of Kind's new plant-based, gluten-free Mexican brand Somos.
The founder of snacking staple Kind, along with two former executives, aim to transform American pantries with "authentic" Mexican cuisine.
SOMOS and Kind Snacks founder Daniel Lubetzky joined "The Claman Countdown" on Thursday to discuss the Jan. 2022 rollout and how it plans to set itself apart from competitors.
"We’re so excited about authentic Mexican food because all the other brands that exist out there, they’re good brands but they’re not really Mexican," he said. "Almost everything that people associate with Mexican food doesn’t exist in Mexico… And we’re really committed to elevate the experience and give people real options."
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The general consumer does not currently have access to authentic Mexican choices at home, Lubetzky pointed out, while most restaurants around the country are 20 years ahead of the trend.
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In an already congested market, Lubetzky explained that Somos plans to establish itself by offering products that directly mirror Mexican dishes, instead of processed "fluorescent-yellow hard-shell tortillas."
Lubetzky also pointed out that teaming up with former Kind executives and close colleagues to develop the project has been "so much fun." Furthermore, they are "working together with the entire Kind team" to bring the same culture of not taking anything "too seriously" and "having fun" to SOMOS.
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"Kind Bar… continues to try to do everything we can to bring people options across the world, to try to give tens of millions of people more options for healthy snacks with ingredients you can see and pronounce," he said. "There is a parallel with simplicity of ingredients, a parallel with a commitment to try to give people helpful but delicious foods."
SOMOS’ initial lineup will include options like Mexican brown rice, cilantro white rice, Mexican black beans and refried beans, and plant-based entrees like smoky chipotle mushrooms, cauliflower tinga and Mexican pea-cadillo, according to a press release.
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Despite rising inflation and supply chain slowdowns, Lubetzky said the project rollout is still on track and will allow U.S. manufacturing the opportunity to strengthen.
