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PepsiCo acquired Siete Foods for $1.2 billion in January 2025.
Founded by the Garza family in 2014, Siete built its reputation on grain-free tortillas and chips made with ingredients like almond flour and cassava.
The acquisition follows a pattern where Big Food companies buy better-for-you brands to reposition their portfolios as consumer demand shifts toward healthier options.
Consumer backlash emerged immediately after the announcement, with loyal customers expressing concerns about potential formula changes and quality decline.
The acquisition reflects broader consolidation trends, with major companies systematically acquiring independent health-focused brands to access growth in wellness categories while maintaining their core portfolios of ultraprocessed foods.
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Transcript
I hate to say it, but this is not the brand that it once was. It's been officially over a year since PepsiCo completed its acquisition of Siete Good. Here's everything that's been reported to have changed. Grain free tortilla chips are now listing cassava starch when it used to just be cassava flour according to reports. This change seems minor, but cassava flour is made by grinding the entire root retaining fiber, protein, minerals, and potassium. It's also their almond flour tortillas, which the wholesale version has added multiple ingredients for. It went from just 5 to now 9 adding a bunch of preservatives. And while these changes are harder to quantify, the overall product experience reported by shoppers reports chips are thinner and less crunchy, and also a kind of rancid or chemical taste. Regardless of the changes, minor or major, it confirms a pattern of small mission driven brands reaching success to the point of a massive buyout and then reformulation. This is why our focus should be on ownership. Buying local is the future for a sovereign food system. You can use Localize to find a farmer near you.
