14 • May | June 2026 • abasto.com MexSnax Launches Ricones and Sabricos: Healthy Innovation The company celebrates 40 years leading the snack market with quality and artisanal recipes BY VIOLETA MONTES DE OCA I n the competitive world of snacks, few companies manage to balance industrial scale with the heart of a family business. MexSnax, founded in Dallas in 1986 by Luis González, celebrates four decades of history, establishing itself as a benchmark for quality and artisanal flavor in the Texas market and beyond. What began with the manufactu- ring of tostadas is evolving with the launch of two innovative lines: Rico- nes and Sabricos, designed to captu- re the new generations of consumers. The Legacy of Luis González: Quality Over Quantity For Elio González, President and CEO of MexSnax, the company’s suc- cess lies in a non-negotiable philoso- phy: “If we don’t like it ourselves, we don’t sell it.” Under this premise, the company has maintained constant production—operating nearly 24 hours a day on its flagship corn and flour churrito lines—without losing its artisanal touch. “I don’t sell quantity; I sell quali- ty and flavor,” states González. This consistency has allowed MexSnax to grow from a local supplier to a brand with such solid brand awareness that it already competes on the shelves of retail giants like Walmart, H-E-B, and Kroger. They are even gaining ground in convenience stores. Innovation with Essence: Ricones and Sabricos Understanding current trends, MexSnax is launching its “Good for You Snacks” line this year. This proposal responds to the demand for lighter products that sti- ll maintain the authentic flavor profile that characterizes the brand. Ricones: Made from wheat pe- llets, they offer a crunchy and sa- tisfying texture with a healthier focus. Available in Salt & Lime, Pi- cositos (Spicy), and Cheese & Chile. Sabricos: These bring back the traditional round shape and are available in three varieties: Tradi- tional, Salsa Verde, and Sea Salt. Elio González highlights that these launches are 100% artisanal recipes where the corn is cooked and kneaded in-house, guaranteeing a superior pro- duct that appeals not only to the ethnic market but to the general consumer seeking authenticity. “Somos la Pura Botana”: Profitability and Turnover The company’s slogan, “Somos la pura botana” (We are the ultimate snack), reflects a culture of joy and commitment that translates into re- sults for the retailer. For buyers and ca- tegory managers, MexSnax represents a growth opportunity with attractive margins and a proven turnover rate. “Wherever the brand is positioned, it takes off,” assures González. Marketing support and the company’s execution capabilities ensure that every point of sale features high-demand products. Despite its growth, MexSnax conti- nues to operate as a family business, allowing them to be agile and maintain strict control over every package that reaches the consumer. Special Insert Sweets & snacks