12 • May | June 2026 • abasto.com W ith over 30 years of experience, the Sal- vadoran brand Bocadeli has evolved from a local favorite into a consolida- ted regional player with an ambitious global vi- sion. With a presence in 10 countries, the company has established a strategic network that combines deep local knowledge with international operational excellence. In a recent in- terview, Gracia Elías, US Marketing Manager, and Mario Deras, US Sales Manager, highlighted how innovation and authentici- ty have been the pillars of their successful penetra- tion into the competitive U.S. market. The Power of Authenticity: Frijoli Chips The heart of Bocadeli’s va- lue proposition lies in its ability to transform staple foods of Mesoamerican culture into high-quali- ty snacks. The flagship product of this strategy is Frijoli Chips. Frijoli Chips appeals to the nos- talgia of Central American consumers (Salvadorans, Guatemalans, and Hon- durans) while expanding to other Hispanic groups, such as Mexicans and Co- lombians, who find their “creamy bean” flavor to be a standard of superior quality. Currently, the line stands out in two key varie- ties: Frijoli Chips Original: The traditional, balanced Bocadeli: The Evolution of the Central American Snack Conquering the U.S. Market Future Vision: From the Hispanic Market to the Mainstream Supported by data analy- sis to understand consu- mer evolution, Bocadeli projects its expansion into national chains and new “Frijoli Chips: the perfect blend of our everyday flavors transformed into a unique snack experience. Quality, a crunchy texture, and that touch of tradition that stays with you every moment of the day.” Gracia Elías US Marketing Manager flavor that is a regional top seller. Frijoli Chips Chile: An innovation aligned with the spicy trend, adding a touch of heat to the origi- nal formula. A Strategic Partner for Retail Bocadeli is establishing it- self as a strategic partner for supermarkets and bodegas in the U.S. With a distribu- tion network that already covers 70% of the country, the brand seeks to work hand-in-hand with its com- mercial partners’ teams. Their commitment goes be- yond supply: Bocadeli has a local team that collaborates directly at the point of sale to develop the category to- gether, driving commercial dynamics and ensuring high-impact displays that boost business growth. Innovation and Technology with Purpose business lines. The strate- gy is built on the high-qua- lity standards that define its portfolio, ensuring that every product has the exce- llence profile necessary to succeed in the mainstream market. Bocadeli reaffirms its commitment to ex- cellence by operating under all FSMA (Food Safety Modernization Act) requirements. The company has made sig- nificant investments in technology across its production lines to res- pond quickly to growing consumer demand, always guaranteeing maximum quality and their signature flavor. “We start from traditio- nal flavors with emotio- nal acceptance and, ba- sed on that, we innovate in formats and inten- sities,” explains Deras. This approach allows the brand to remain relevant both for first-genera- tion immigrants and for newer generations (se- cond and third) seeking quality and bold flavors. Special Insert Sweets & snacks