Although it is a modest-sized segment of the grain-based foods industry when compared with bread or cookies, the tortilla category — hard, soft and refrigerated — is moving product at a solid pace. In the 52 weeks ended March 20, dollar sales of hard/soft tortillas/ taco kits totaled 1,351,909,000, down a shade less than 1% from the same period a year ago, but unit sales were 637,407,400, up 1%, according to Sym-phonylRI Group, a Chicago-based market research firm. Strength in the segment was generated by General Mills, Inc., Minneapolis, the No. 3 player with dollar and unit sales of 155,786,600 and 68,867,740, respectively, and then a handful of smaller companies, including Ole Mexican Foods, Inc.; La Tortilla Factory, Inc.; B&GsFoods Inc.; Hormel Foods and Calidad Foods, Inc. Private label also chipped in, with dollar sales of 119,533,200, up 0.96%, and unit sales of 73,797,900, up 0.71%.
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