LONDON - By now, you’ve probably heard: Siete Family Foods, the tortilla and chip company known for its vibrant branding and grain-free products, just sold to PepsiCo for a whopping $1.2 billion.
Here’s the twist: the Garzas who founded Siete? This massive billion-dollar win wasn’t even on their radar at first. That’s the real lesson to pay attention to.
Siete’s story is more than a tale of products finding a market; it’s about how a brand evolves, adapts, and finds its true identity in a competitive landscape. For CMOs and brand builders, Siete’s journey is a masterclass in the power of pivoting—away from product-centric narratives and into the realm of authentic, brand-first storytelling.
The Product-First Trap: “Must B Nutty” and Early Branding Missteps
When Siete launched in 2014, it wasn’t called “Siete.” It was “Must B Nutty”—a name that literally spelled out its main ingredient, almond flour. At the time, the Garza family thought they’d nailed their unique selling proposition: a grain-free, nut-based tortilla that would appeal to the rising tide of health-conscious consumers. And to be fair, it did.
In the early days, their product, packaged in plain, simple bags, flew off the shelves. But here’s the reality: product-centric branding is often a double-edged sword. It’s easy to get pigeonholed, commoditised, and eventually, eclipsed by larger competitors with more resources. You’ve probably seen it with keto brands—names like “Keto Pint” or “Perfect Keto” quickly become generic and even dated. The Garzas recognised that what made them special initially wouldn’t be enough to sustain long-term growth.
Drawn Agency: The Creative Force Behind Siete’s Authentic Brand Experience
The evolution of Siete Family Foods from its early days to its billion-dollar acquisition wasn’t just about product development and marketing; it was also about creating a cohesive and authentic brand environment, a task entrusted to Drawn Agency. Known for their work with major brands like Nike London and American Airlines, Drawn Agency has been instrumental in shaping Siete’s brand identity, packaging, and physical spaces, ensuring that every consumer touchpoint reflects the Garza family's cultural heritage and authenticity.
Beyond packaging, Drawn also collaborated with Siete to design their new headquarters, transforming an old kombucha factory into a space that feels like a Mexican-American home for 100 co-workers. The new HQ, an adaptive reuse project designed in partnership with Jobe Corral Architects, captures the essence of Siete’s tight-knit culture. By incorporating central gathering spaces, a commercial kitchen for both cooking and content creation, and neighborhood-inspired office areas, Drawn helped Siete maintain the familial warmth that defines its brand.
This collaborative effort not only reinforced Siete's brand values but also won several awards, including the German Design Awards for Excellent Architecture and the MUSE Creative Awards for Experiential Design. By consistently infusing the brand’s essence into every project—whether through packaging, office design, or promotional events—Drawn Agency has helped Siete build an authentic and immersive brand experience that resonates with consumers and sets a benchmark for culturally integrated branding.
Pivoting to a Bigger Story: Authenticity as a Differentiator
When they saw competitors flooding the grain-free space, the Garzas knew they had to shift the narrative. Their product might have been grain-free, but that wasn’t the only thing that made them unique. What truly set them apart was their story: a Mexican-American family from southern Texas sharing the flavors of their heritage. The Garzas leaned into this authenticity, rebranding as “Siete,” a nod to the seven family members who run the company. They tapped into their roots, showcasing bright, culturally inspired patterns on their packaging to evoke a sense of tradition, warmth, and family.
This was a turning point. By shifting from a narrow product focus to a broader brand identity, they transformed their positioning. No longer just selling grain-free tortillas, they sold a piece of their heritage, a connection, an experience. This shift allowed Siete to not just survive but thrive in a crowded market. It’s a perfect example of the power of storytelling—of moving beyond a “what” and into a “why.”
Design as Amplifier: Translating Culture into Brand Aesthetics
Siete’s new branding wasn’t just about a name change; it was a visual revolution. The Garza family embraced their cultural roots and allowed them to shine through every touchpoint of the brand, from the heron (a symbol that ties back to their last name, Garza) to the vibrant, sarape-inspired patterns on their packaging.
By embedding these cultural symbols and stories into their visual identity, Siete transformed their products into not just consumables but cultural artifacts. Their chips are an invitation to experience Mexican-American heritage. For CMOs, this is a reminder that effective branding goes beyond logos and colour schemes. When your brand aesthetics amplify your story and resonate emotionally with your audience, you’re no longer just competing on the shelves—you’re owning a space in consumers' hearts.
The Lesson for Brand Builders: Evolution and Adaptation are Non-Negotiable
The reality is, every brand starts somewhere. It’s often small, humble, and product-centric, just like Siete’s beginnings with “Must B Nutty.” And while that’s a perfectly reasonable starting point, the key to longevity lies in asking: What’s next?
Siete’s shift in focus—from a nut-based, grain-free tortilla to an authentic, culturally enriched brand experience—is the reason they’re worth $1.2 billion today. It’s why PepsiCo didn’t just buy a product; they bought into a brand with the potential to resonate with an entire demographic, far beyond the health-conscious consumer base they initially targeted.
Could you imagine that kind of deal for a brand named “Must B Nutty”? Doubtful.
What CMOs Can Take Away
- Product Is Only the Beginning: It’s easy to fall into the trap of thinking your product will always be enough. But markets evolve, competitors encroach, and what sets you apart today might not matter tomorrow. Your product is just the first chapter—your brand needs to be the entire story.
- Rebrand When Necessary, and Don’t Hesitate: Don’t let early success or attachment to your initial vision hold you back. Siete’s pivot to a culturally authentic brand wasn’t just bold; it was necessary. Recognise when your brand narrative needs an update, and act quickly to stay ahead of the curve.
- Leverage Authenticity: Today’s consumers crave connection and authenticity. They don’t just want to buy products; they want to buy into stories. Siete didn’t just sell tortillas; they sold an experience tied to family and culture. Finding and communicating your “why” can be the difference between a brand that blends in and one that breaks through.
- Design Matters—A Lot: Packaging is more than just functional; it’s a billboard for your brand’s story. Investing in culturally resonant and eye-catching design isn’t just about aesthetics—it’s about amplifying your brand’s message and making sure it stands out, not just on the shelves but in the minds of consumers.
The Future of Better-For-You Brands: A Blueprint for Success
PepsiCo’s acquisition of Siete isn’t just a win for the Garza family; it’s a win for culturally authentic, minority-owned, better-for-you brands everywhere. It shows that the market has room for products that are not just healthy but also meaningful—brands that stand for something bigger than a product attribute.
Siete’s story highlights the need for agility and evolving beyond initial product lines. For CMOs, the challenge is not just identifying what sets your brand apart, but constantly updating that difference to stay relevant. Adaptation is essential. Today, authenticity, culture, and connection are more than just concepts—they drive value. Siete’s success shows that brands investing in these areas are the ones securing billion-dollar deals.
CMO Cheat Sheet: Key Moves Inspired by Siete’s Glow-Up
- Shift from Product-Centric to Brand-Centric Narratives
- Focus on evolving your brand’s story beyond just product attributes.
- Emphasise authenticity and connection to build deeper consumer loyalty.
- Continuously Reevaluate and Adapt Your Brand Positioning
- Regularly ask: What makes my brand different now?
- Be prepared to pivot your brand identity as market conditions change.
- Leverage Authenticity as a Competitive Advantage
- Find and amplify genuine stories within your team or heritage that resonate with your audience.
- Build a brand narrative that aligns with your values and cultural elements.
- Invest in Culturally Resonant and Eye-Catching Design
- Use design as an amplifier for your brand’s story, making it visually distinctive and emotionally appealing.
- Ensure packaging and brand aesthetics align with and amplify your narrative.
- Expand the Brand Beyond Initial Product Offerings
- Develop a long-term strategy for growth that includes new product lines and category expansions.
- Build an innovation engine that quickly responds to market demands while staying true to your brand’s identity.
- Conduct Regular Brand Audits and Assess Market Relevance
- Evaluate if your brand’s messaging and positioning remain effective in a changing market landscape.
- Identify opportunities for rebranding or repositioning as necessary.
- Build and Nurture a Strong Grassroots Community Following
- Engage with consumers on social platforms, focusing on building an authentic and loyal community.
- Prioritise real interactions that reinforce your brand’s authenticity and cultural ties.
- Evaluate and Align Growth Strategies with Market Demand
- Develop a credible and aggressive growth plan that leverages proven retail channels and velocity data.
- Seek strategic partnerships or investments that align with long-term brand goals, as Siete did with Stripes and PepsiCo.
- Balance Short-Term Wins with Long-Term Brand Vision
- Don’t let initial success or a narrow product focus limit your long-term brand potential.
- Regularly assess the broader opportunities for your brand’s evolution and growth.
By focusing on these priorities, CMOs can steer their brands to become more than just product offerings—they can build cultural icons that transcend markets.
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