Xcel Brands expands Mesa Mia into grocery CPG food products
XELB•Xcel Brands plans to expand Mesa Mia by Jenny Martinez into consumer-packaged food for nationwide supermarket distribution, starting with Hispanic food categories. The brief cites Martinez’s 5.3 million followers and a roughly $25 billion Hispanic food aisle growing about twice as fast as broader grocery.
1. Planned grocery expansion
Xcel Brands plans to expand Mesa Mia by Jenny Martinez into consumer-packaged food for nationwide supermarket distribution. Initial products will target salsas, cremas, queso, prepared meals and desserts.
2. Brand strategy
The strategy leans on Martinez’s 5.3 million followers and family recipes from Jalisco, Mexico. The brief describes the Hispanic food aisle as roughly $25 billion and growing about twice as fast as broader grocery.
