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Mexican Food - US - February 2011

Given the size of the growing Hispanic population in the U.S., it would appear that there would be a built-in audience for Mexican food. Indeed, this is the case as this group is among the largest users of these products. However, what has helped grow Mexican food into a multi-billion category is the fact that it has become decidedly mainstream in many aspects. So much so that it is possible that consumers do not even think of some of the product segments as being associated with Mexican food (e.g., tortilla chips).

Increasingly, and as a means of growing sales, manufacturers have struck a balance between offering products that are perceived as “authentic” by more hardcore Mexican food fans, while at the same time offering products that are appealing to a large portion of the population who are simply interested in adding a little spice (but not too much) to their plate.

This report takes an in-depth look at what has been driving the Mexican food category in 2010, and provides insights on the following topics that give an indication of what the future may look like for a category that while showing signs of maturing, still has room to grow:

  • Which segments are showing vulnerability, and which ones have the potential to serve as catalysts for future growth?
  • What kind of impact do Hispanic/Mexican food stores have on traditional retailers’ operation, and what can they do to effectively compete with this specialty format?
  • What role does income, gender, race/ethnicity and other demographic factors play in regard to the Mexican food category, and what are manufacturers doing to expand these products’ reach across a wide spectrum of the population?
  • What impact have private labels had on the category, and how does that potentially impact the way manufacturers and retailers merchandise the Mexican food category?
  • Given the strong appeal of the category to Hispanics, what types of advertising/marketing strategies are manufacturers using to simultaneously reach out to this key group, while still being relevant to non-Hispanic target groups?
  • What are the major market drivers and competitive threats to the category, and how effectively are manufacturers and retailers managing them?
  • What are the top companies and brands doing to maintain momentum in the face of increasing competition?
  • What characteristics are the most important to Mexican food consumers, and are manufacturers doing a good job of developing products that are relevant to these shoppers?
  • What can Mexican food companies do to maintain and generate interest among consumers who are interested in a wide variety of international cuisines?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer data
              • Advertising clips
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • The $5.2-billion sector experiences its first decline in five years
                        • Opportunities emerging to drive future Mexican food growth
                          • Population and economic trends should benefit Mexican food category
                            • Mexican food’s competitive threats
                              • Segment and brand performance mixed during 2009-10
                                • Tortilla chips growth slowed in 2010
                                  • Tortillas, taco shells and kits segment drives sales of other Mexican food/ingredients
                                    • Salsa’s appeal beyond Mexican food not enough to improve sales
                                      • “Other” Mexican sauces and foods show promise
                                        • Supermarkets dominant format for Mexican food category
                                          • Who is the Mexican food consumer?
                                          • Insights and Opportunities

                                            • Growing popularity of fish tacos may increase frozen food presence and improve health perception of Mexican food
                                              • Promote Mexican breakfast foods and dessert
                                                • Develop a premium line of Mexican products
                                                  • License more Mexican restaurant products
                                                    • Introduce more out-of-the-ordinary flavors
                                                    • Inspire Insights

                                                        • Trend: Fauxthenticity
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • Dip in chips and other major Mexican food segments dragging down overall market
                                                              • Sales and forecast of Mexican food
                                                                • Figure 1: FDMx sales of Mexican food, at current prices, 2005-15
                                                                • Figure 2: FDMx sales of Mexican food, at inflation-adjusted prices, 2005-15
                                                              • Fan-chart forecast
                                                                  • Figure 3: FDMx sales of Mexican food, with fan-chart forecast, 2005-15
                                                                • Walmart sales
                                                                • Market Drivers

                                                                  • Key points
                                                                    • Population growth of younger consumers favors Mexican food
                                                                      • Figure 4: Population, by age, 2006-16
                                                                    • Shoppers tuning into mass merchandiser channel which is popular outlet for Mexican food
                                                                      • Mexican food should benefit by growth of Hispanic and Asian population
                                                                        • Figure 5: Population by race and Hispanic origin, 2006-16
                                                                      • Perception of Mexican food as unhealthy could negatively impact sales
                                                                        • Minimal disposable income growth likely to encourage consumers to eat at home more often
                                                                          • Figure 6: Real disposable income, 2007-10
                                                                      • Competitive Context

                                                                        • Key points
                                                                          • Affordability and variety of Mexican restaurants makes them an attractive option
                                                                            • Figure 7: Average retail prices; top Mexican food entrées, Q3 2007- Q3 2010
                                                                          • Top Mexican poultry food entrées on menus, Q3 2007- Q3 2010
                                                                            • Figure 8: Top 10 poultry entrées on menus, Q3 2007- Q3 2010
                                                                          • Interest in authentic products and their availability at Hispanic/Mexican food stores cuts into FDMx sales
                                                                            • Mexican food popular but far from the only international option
                                                                              • Name brands generate more appeal than store brands
                                                                                • Fish tacos may lure seafood companies to the Mexican food category
                                                                                • Segment Performance

                                                                                  • Key points
                                                                                    • Consumers expanding into nonmainstream Mexican food segments
                                                                                      • Mexican food in need of hot new products
                                                                                        • Sales of Mexican food, by segment
                                                                                          • Figure 9: FDMx sales of Mexican food, by segment, 2008-10
                                                                                        • Sales and unit volume of Mexican food, by segment, 2009-10
                                                                                          • Figure 10: FDMx sales of Mexican food, by segment, 2008-10
                                                                                      • Segment Performance—Tortilla Chips

                                                                                        • Key points
                                                                                          • Sales declines in 2010 not enough to crunch tortilla chips’ recent sales
                                                                                            • Sales and forecast of tortilla chips
                                                                                              • Figure 11: FDMx sales of tortilla chips, 2005-15
                                                                                          • Segment Performance—Tortillas, Taco Shells and Kits

                                                                                            • Key points
                                                                                              • Taco kits segment can help other Mexican food build sales
                                                                                                • Innovations not standing up to consumers’ interest in new products
                                                                                                  • Sales and forecast of tortillas, taco shells, and kits
                                                                                                    • Figure 12: FDMx sales and forecast of tortillas, taco shells, and kits, at current prices, 2005-15
                                                                                                • Segment Performance—Salsa

                                                                                                  • Key points
                                                                                                    • Salsa not strong enough to stand alone
                                                                                                      • Tostitos and Pace fail to keep up
                                                                                                        • Sales and forecast of salsa
                                                                                                          • Figure 13: FDMx sales and forecast of salsa, at current prices, 2005-15
                                                                                                      • Segment Performance—Other Mexican Sauces

                                                                                                        • Key points
                                                                                                          • Picante and taco sauce adding air of authenticity (and sales)
                                                                                                            • Sales and forecast of other Mexican sauces
                                                                                                              • Figure 14: FDMx sales and forecast of other Mexican sauces, at current prices, 2005-15
                                                                                                          • Segment Performance—Other Mexican Food

                                                                                                            • Key points
                                                                                                              • Refried beans next breakout Mexican food?
                                                                                                                • Figure 15: FDMx sales and forecast of other Mexican food, at current prices, 2005-15
                                                                                                            • Retail Channels

                                                                                                              • Key points
                                                                                                                • Supermarkets account for largest slice of Mexican food pie
                                                                                                                  • Hispanic/Mexican food stores a legitimate threat
                                                                                                                    • Sales of Mexican food, by channel
                                                                                                                      • Figure 16: FDMx sales of Mexican food, by channel, 2008 and 2010
                                                                                                                      • Figure 17: Supermarket/food stores’ sales in FDMx of Mexican food, at current prices, 2005-10
                                                                                                                      • Figure 18: Other retailers’ sales in FDMx of Mexican food, at current prices, 2005-10
                                                                                                                  • Retail Channels—Natural Supermarkets

                                                                                                                      • Key points
                                                                                                                        • Insights
                                                                                                                          • Sales of tortilla chips and salsa in the natural channel
                                                                                                                            • Figure 19: Natural supermarket sales of tortilla chips and salsa, at current prices, 2008-10
                                                                                                                            • Figure 20: Natural supermarket sales of tortilla chips and salsa, at inflation-adjusted prices, 2008-10
                                                                                                                          • Natural channel sales by segment
                                                                                                                            • Figure 21: Natural supermarket sales of tortilla chips and salsa, by segment, 2008 and 2010
                                                                                                                          • Leading brands
                                                                                                                            • Natural channel sales by organic content
                                                                                                                              • Figure 22: Natural supermarket sales of tortilla chips and salsa, by organic content, 2008 and 2010
                                                                                                                            • Natural channel sales of salsa by shelf placement/storage
                                                                                                                              • Figure 23: Natural supermarket sales of salsa, by shelf-placement/storage, 2008 and 2010
                                                                                                                          • Leading Companies

                                                                                                                            • Key points
                                                                                                                              • PepsiCo and GRUMA are category leaders
                                                                                                                                • “Other” companies growing as consumers look for authentic experience
                                                                                                                                  • Private label generates small growth
                                                                                                                                    • FDMx sales of Mexican food by manufacturer
                                                                                                                                      • Figure 24: Manufacturer FDMx sales of Mexican food in the U.S., 2009 and 2010
                                                                                                                                  • Brand Share—Tortilla Chips

                                                                                                                                    • Key points
                                                                                                                                      • PepsiCo’s brands feel sales crunch
                                                                                                                                        • Private label in decline
                                                                                                                                          • “Other” companies a bright spot
                                                                                                                                            • Manufacturer and brand sales of tortilla chips
                                                                                                                                              • Figure 25: Selected FDMx brand sales of tortilla chips, 2009 and 2010
                                                                                                                                          • Brand Share—Tortillas, Taco Shells, and Kits

                                                                                                                                            • Key points
                                                                                                                                              • GRUMA’s innovations not paying off
                                                                                                                                                • Old El Paso stands up to get consumers’ attention
                                                                                                                                                  • Private label building success in taco kits
                                                                                                                                                    • Manufacturer and brand sales of tortillas, taco shells and kits
                                                                                                                                                      • Figure 26: Selected FDMx brand sales of tortillas, taco shells and kits, 2009 and 2010
                                                                                                                                                  • Brand Share—Salsa

                                                                                                                                                    • Key points
                                                                                                                                                      • Private label grows but not enough to lift segment
                                                                                                                                                        • Salsa a mainstream product
                                                                                                                                                          • Manufacturer and brand sales of salsa
                                                                                                                                                            • Figure 27: Selected FDMx brand sales of salsa, 2009 and 2010
                                                                                                                                                        • Brand Share—Other Mexican Sauces

                                                                                                                                                          • Key points
                                                                                                                                                            • Other Mexican sauces a fraction of salsa sales
                                                                                                                                                              • Manufacturer and brand sales of other Mexican sauces
                                                                                                                                                                • Figure 28: Selected FDMx brand sales of other Mexican sauces, 2009 and 2010
                                                                                                                                                            • Brand Share—Other Mexican Food

                                                                                                                                                              • Key points
                                                                                                                                                                • Repositioning refried beans may attract new users
                                                                                                                                                                  • Manufacturer and brand sales of other Mexican food
                                                                                                                                                                    • Figure 29: Selected FDMx brand sales of other Mexican food, 2009 and 2010
                                                                                                                                                                • Innovations and Innovators

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Product innovations
                                                                                                                                                                      • Authentic going mainstream
                                                                                                                                                                        • Authentic
                                                                                                                                                                          • Better-for-you
                                                                                                                                                                            • Private label
                                                                                                                                                                              • Natural/organic
                                                                                                                                                                              • Marketing Strategies

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • New research report shows Hispanics receptive to online marketing
                                                                                                                                                                                    • Frito-Lay turns to Facebook for Tostitos campaign
                                                                                                                                                                                      • Frito-Lay also investing heavily in traditional advertising
                                                                                                                                                                                        • Television commercials
                                                                                                                                                                                          • Boy hailed as hero for addressing taco shell issue
                                                                                                                                                                                            • Figure 30: Old El Paso Stand & Stuff Taco Kit, TV ad, March 2010
                                                                                                                                                                                          • Brand on a “mission” to save shoppers money
                                                                                                                                                                                            • Figure 31: Mission flour tortillas, TV ad, June 2010
                                                                                                                                                                                          • Tornados tries to whip up frozen Mexican food sales
                                                                                                                                                                                            • Figure 32: Tornados frozen tortilla snacks, TV ad, September 2010
                                                                                                                                                                                          • El Pinto picks on Pace
                                                                                                                                                                                            • Figure 33: El Pinto Salsa, TV ad, August 2010
                                                                                                                                                                                        • Household Usage of Mexican Food

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • Household usage of Mexican food and ingredients
                                                                                                                                                                                              • Figure 34: Household usage of Mexican food and ingredients, October 2010
                                                                                                                                                                                              • Figure 35: Household usage of Mexican food and ingredients, by age, October 2010
                                                                                                                                                                                              • Figure 36: Household usage of Mexican food and ingredients, by presence of children, October 2010
                                                                                                                                                                                            • Usage of Mexican food in and out of the home
                                                                                                                                                                                              • Figure 37: Usage of Mexican food in and out of the home, by age, October 2010
                                                                                                                                                                                              • Figure 38: Usage of Mexican food in and out of the home, by household income, October 2010
                                                                                                                                                                                          • Mexican Food Brands That Consumers Favor

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • Mexican food brands purchased most often
                                                                                                                                                                                                  • Figure 39: Mexican food brands purchased most often, by age, October 2010
                                                                                                                                                                                                  • Figure 40: Mexican food brands purchased most often, by household income, October 2010
                                                                                                                                                                                                • Mexican food usage
                                                                                                                                                                                                    • Figure 41: Volume usage of Mexican food, by age, April 2009-June 2010
                                                                                                                                                                                                    • Figure 42: Volume usage of Mexican food, by household income, April 2009-June 2010
                                                                                                                                                                                                • Product Characteristics That Matter to Consumers

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • Product attributes that matter to Mexican food consumers
                                                                                                                                                                                                        • Figure 43: Product attributes that matter to Mexican food consumers, by age, October 2010
                                                                                                                                                                                                        • Figure 44: Product attributes that matter to Mexican food consumers, by urban status, October 2010
                                                                                                                                                                                                      • Attitudes toward Mexican food/ingredients
                                                                                                                                                                                                          • Figure 45: Attitudes toward Mexican food/ingredients, by age, October 2010
                                                                                                                                                                                                          • Figure 46: Attitudes toward Mexican food/ingredients, by household income, October 2010
                                                                                                                                                                                                      • Outlets Where Consumers Buy Mexican Food

                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                          • Outlets where consumers buy Mexican food
                                                                                                                                                                                                              • Figure 47: Outlets where consumers buy Mexican food, by age, October 2010
                                                                                                                                                                                                              • Figure 48: Outlets where consumers buy Mexican food, by household income, October 2010
                                                                                                                                                                                                              • Figure 49: Outlets where consumers buy Mexican food, by urban status, October 2010
                                                                                                                                                                                                          • How Mexican Food Stacks Up to Other Cuisines

                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                              • How Mexican food stacks up
                                                                                                                                                                                                                • Figure 50: Recent consumption of various ethnic/international cuisines, at home vs. at restaurant, October 2010
                                                                                                                                                                                                                • Figure 51: Recent home preparation of various ethnic/international cuisines, by household income, October 2010
                                                                                                                                                                                                            • Impact of Race and Hispanic Origin

                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                • Personal usage of Mexican food and ingredients
                                                                                                                                                                                                                  • Figure 52: Personal usage of Mexican food and ingredients, by race/Hispanic origin, October 2010
                                                                                                                                                                                                                • Usage of Mexican food in and out of the home
                                                                                                                                                                                                                  • Figure 53: Usage of Mexican food in and out of the home, by race/Hispanic origin, October 2010
                                                                                                                                                                                                                • Mexican food brands that consumers favor
                                                                                                                                                                                                                  • Figure 54: Mexican food brands that consumers favor, by race/Hispanic origin, October 2010
                                                                                                                                                                                                                • Usage frequency with Mexican food
                                                                                                                                                                                                                  • Figure 55: Volume usage of Mexican food, by race/Hispanic origin, April 2009-June 2010
                                                                                                                                                                                                                • Product attitudes that matter to Mexican food consumers
                                                                                                                                                                                                                  • Figure 56: Product attributes that matter to Mexican food consumers, by race/Hispanic origin, October 2010
                                                                                                                                                                                                                • Attitudes toward Mexican food/ingredients
                                                                                                                                                                                                                    • Figure 57: Attitudes toward Mexican food/ingredients, by race/Hispanic origin, October 2010
                                                                                                                                                                                                                  • Outlets where consumers buy Mexican food
                                                                                                                                                                                                                    • Figure 58: Outlets where consumers buy Mexican food, by race/Hispanic origin, October 2010
                                                                                                                                                                                                                • Cluster Analysis

                                                                                                                                                                                                                    • Mexi-Fans
                                                                                                                                                                                                                      • Demographics
                                                                                                                                                                                                                        • Characteristics
                                                                                                                                                                                                                          • Opportunity
                                                                                                                                                                                                                            • Middle-of-the-Roaders
                                                                                                                                                                                                                              • Demographics
                                                                                                                                                                                                                                • Characteristics
                                                                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                                                                    • Light Toppers
                                                                                                                                                                                                                                      • Demographics
                                                                                                                                                                                                                                        • Characteristics
                                                                                                                                                                                                                                          • Opportunity
                                                                                                                                                                                                                                            • Cluster characteristics
                                                                                                                                                                                                                                              • Figure 59: Mexican food clusters, October 2010
                                                                                                                                                                                                                                              • Figure 60: Household usage of Mexican food and ingredients, by Mexican food clusters, October 2010
                                                                                                                                                                                                                                              • Figure 61: Usage of Mexican food in and out of the home, by Mexican food clusters, October 2010
                                                                                                                                                                                                                                              • Figure 62: Attitudes toward Mexican food/ingredients, by Mexican food clusters, October 2010
                                                                                                                                                                                                                                              • Figure 63: Product attributes that matter to Mexican food consumers, by Mexican food clusters, October 2010
                                                                                                                                                                                                                                            • Cluster demographics
                                                                                                                                                                                                                                              • Figure 64: Mexican food clusters, by gender, October 2010
                                                                                                                                                                                                                                              • Figure 65: Mexican food clusters, by age group, October 2010
                                                                                                                                                                                                                                              • Figure 66: Mexican food clusters, by household income, October 2010
                                                                                                                                                                                                                                              • Figure 67: Mexican food clusters, by race, October 2010
                                                                                                                                                                                                                                              • Figure 68: Mexican food clusters, by Hispanic origin, October 2010
                                                                                                                                                                                                                                            • Cluster methodology
                                                                                                                                                                                                                                            • Custom Consumer Groups

                                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                                • Mexican food usage, by Experian Simmons Food Lifestyle segment
                                                                                                                                                                                                                                                  • Convenience and Ease
                                                                                                                                                                                                                                                    • Reformed Traditionals
                                                                                                                                                                                                                                                      • Variety on a Budget
                                                                                                                                                                                                                                                        • True Foodies
                                                                                                                                                                                                                                                          • Weekend Cooks
                                                                                                                                                                                                                                                              • Figure 69: Household usage of Mexican food/ingredients, by food lifestyle segment, April 2009-June 2010
                                                                                                                                                                                                                                                              • Figure 70: Mexican food/ingredient brand usage, by food lifestyle segment, April 2009-June 2010
                                                                                                                                                                                                                                                              • Figure 71: Volume usage of Mexican food, by food lifestyle segment, April 2009-June 2010
                                                                                                                                                                                                                                                            • Product attributes that matter to Mexican food consumers
                                                                                                                                                                                                                                                                • Figure 72: Product attributes that matter to Mexican food consumers, by gender and age, October 2010
                                                                                                                                                                                                                                                              • Attitudes toward Mexican food/ingredients
                                                                                                                                                                                                                                                                  • Figure 73: Attitudes toward Mexican food/ingredients, by gender and age, October 2010
                                                                                                                                                                                                                                                                • Recent preparation/consumption of various ethnic/international cuisines
                                                                                                                                                                                                                                                                  • Figure 74: Recent preparation/consumption of various ethnic/international cuisines, by gender and age, October 2010
                                                                                                                                                                                                                                                              • SymphonyIRI/Builders—Key Household Purchase Measures

                                                                                                                                                                                                                                                                  • Overview
                                                                                                                                                                                                                                                                    • Salsa
                                                                                                                                                                                                                                                                      • Consumer insights on key purchase measures – salsa
                                                                                                                                                                                                                                                                        • Brand map
                                                                                                                                                                                                                                                                          • Figure 75: Brand map, selected brands of salsa buying rate, by household penetration, 2010*
                                                                                                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                                                                                                            • Figure 76: Key purchase measures for the top brands of salsa, by household penetration, 2010*
                                                                                                                                                                                                                                                                          • Taco sauce
                                                                                                                                                                                                                                                                            • Consumer insights on key purchase measures – taco sauce
                                                                                                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                                                                                                • Figure 77: Brand map, selected brands of taco sauce buying rate, by household penetration, 2010*
                                                                                                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                                                                                                  • Figure 78: Key purchase measures for the top brands of taco sauce, by household penetration, 2010*
                                                                                                                                                                                                                                                                              • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                                                                                • Usage of Mexican food and ingredients
                                                                                                                                                                                                                                                                                  • Figure 79: Household usage of Mexican food and ingredients, by gender, October 2010
                                                                                                                                                                                                                                                                                  • Figure 80: Household usage of Mexican food/ingredients, by age, April 2009-June 2010
                                                                                                                                                                                                                                                                                • Mexican food brands that consumers favor
                                                                                                                                                                                                                                                                                  • Figure 81: Mexican food brands that consumers favor, by urban status, October 2010
                                                                                                                                                                                                                                                                                • How Mexican food stacks up
                                                                                                                                                                                                                                                                                  • Figure 82: Recent preparation/consumption of various ethnic/international cuisines, by age, October 2010
                                                                                                                                                                                                                                                                                  • Figure 83: Recent preparation/consumption of various ethnic/international cuisines, by presence of children, October 2010
                                                                                                                                                                                                                                                                                  • Figure 84: Recent preparation/restaurant consumption of various ethnic/international cuisines, by race/Hispanic origin, October 2010
                                                                                                                                                                                                                                                                              • Appendix: Trade Associations

                                                                                                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                                                                                                • Amy's Kitchen, Inc.
                                                                                                                                                                                                                                                                                • Authentic Specialty Foods, Inc.
                                                                                                                                                                                                                                                                                • Bureau of Economic Analysis
                                                                                                                                                                                                                                                                                • Campbell Soup Company
                                                                                                                                                                                                                                                                                • ConAgra Foods, Inc
                                                                                                                                                                                                                                                                                • Food Marketing Institute
                                                                                                                                                                                                                                                                                • Frito-Lay, Inc
                                                                                                                                                                                                                                                                                • General Mills Inc
                                                                                                                                                                                                                                                                                • Grocery Manufacturers of America
                                                                                                                                                                                                                                                                                • Grocery Manufacturers of America (GMA)
                                                                                                                                                                                                                                                                                • International Food Information Council
                                                                                                                                                                                                                                                                                • Kantar Media
                                                                                                                                                                                                                                                                                • Kettle Foods, Inc.
                                                                                                                                                                                                                                                                                • Kraft Foods Inc.
                                                                                                                                                                                                                                                                                • Krispy Kreme Doughnuts Inc.
                                                                                                                                                                                                                                                                                • Mexican American Grocers Association (MAGA)
                                                                                                                                                                                                                                                                                • PepsiCo Inc
                                                                                                                                                                                                                                                                                • Private Label Manufacturers Association (PLMA)
                                                                                                                                                                                                                                                                                • Taco Bell Corp.
                                                                                                                                                                                                                                                                                • The Hain Celestial Group, Inc.
                                                                                                                                                                                                                                                                                • Tortilla Industry Association (TIA)
                                                                                                                                                                                                                                                                                • Trader Joe's Company Inc
                                                                                                                                                                                                                                                                                • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                                                • U.S. Department of Agriculture
                                                                                                                                                                                                                                                                                • Walmart Stores (USA)
                                                                                                                                                                                                                                                                                • Whole Foods Market Inc

                                                                                                                                                                                                                                                                                Mexican Food - US - February 2011

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