40�SEPTEMBER / OCTOBER 2025�ABASTO.COM BUSINESS SHOWCASE By Violeta Montes de Oca T he brand Señorial, a part of Gua- temala’s Corporación Castillo Hermanos—a business group with more than 100 years of history— has solidifed its position as a leader in the snack market, especially among the Latino community in the U.S. Founded over 45 years ago, Señorial has built a deep emotional and cul- tural connection by ofering a diverse range of products, from traditional fa- vorites to innovative options adapted for an international palate. Its strate- gy aims to capitalize on this authenti- city and the rapid growth of its Chobix and Chicharrones lines. U.S. salty snacks are experiencing 4% to 6% annual growth. However, Señorial’s products are far outpacing those numbers: Chicharrones are growing at a robust 10% per year, and Chobix has doubled its customer base in the last 12 months. Tis superior performance is due to several key fac- SEÑORIAL: A DIVERSE RANGE OF FLAVORS AND PRODUCTS FOR EVERY SEGMENT tors that resonate directly with its core consumer: Latinos between 25 and 45 who are nostalgic for the favors of their home country and are looking for authentic, intense, and accessible snacks. CHOBIX: CRUNCHY INNOVATION WITH INTENSE FLAVOR With its crunchy texture and fried wheat pellet base, Chobix is a pioneer in the Guatemalan market and has made a strong entry into the U.S. Tis snack saw exponential growth in 2025 with the introduction of new favors like chipotle cheese, BBQ, chile limón, and limón. Tese favor profles position it as an innovative, diverse, and bold option, which has allowed Chobix to double its growth and be present in 60% of Señorial’s client sto- res. Chobix is available in 100-gram bags, and new mixes will soon expand its portfolio. SEÑORIAL CHICHARRONES: AUTHENTICITY AND VERSATILITY IN EVERY BITE Señorial Chicharrones ofer authen- tic pork rinds made from 100% pork. With sustained annual growth of 10%, these chicharrones have clear oppor- tunities for expansion. Te line includes 2-ounce bags and a Crackling line (crunchier and thin- ner) in 3-ounce bags, designed for those seeking an even more intense experience. Its fve favors—barbecue, spicy barbecue, chile limón, llama (ex- tra spicy), and original—demonstrate the product’s diversity and versatility against competitors. PROJECTIONS AND EXPANSION Señorial is currently working on expanding its Chicharrones sizes and developing new mixes and flavors for Chobix. This will allow the brand to capture more con- sumption moments and show the diversity of its portfolio. The brand’s future is very pro- mising, with significant room for growth within both the Latino and mainstream markets, driven by the rise of Central American cui- sine and the growing interest in intense, authentic flavors. 40�SEPTEMBER / OCTOBER 2025�ABASTO.COM