M&A activity helps propel tortilla category

KANSAS CITY — While innovation in the tortilla category may have slowed over the past year, the segment was anything but quiet.

Lawrence, Mass.-based Joseph’s Bakery, known for manufacturing pita and lavash flatbreads for bakeries and delis across the United States, in March described its efforts to energize Tumaro’s, a Los Angeles-based brand known for better-for-you (BFY) tortillas and wraps. Stephen Boghos, vice president of business development for Joseph’s Bakery, said Joseph’s Bakery’s acquisition of Tumaro’s in November 2024 expanded its portfolio with more BFY products.

“Similar to our Joseph’s flax, oat bran and whole wheat line of products, those kind of cater to a more health-conscious consumer,” Boghos told Milling & Baking News in a March 2026 interview. “It has lower calories, low carbs and the Tumaro’s line. It gains that similar customer just in the tortilla wrap format. So, we saw kind of a natural synergy there. They had a wide array of bold flavors (and) different health benefits. … So, we saw between the health benefits, the innovative flavors, and kind of complements our Joseph’s brand. We thought it made a lot of sense to give us a larger footprint in the tortilla space.”

Boghos also said the acquisition allows the company to expand its presence in the wrap category.

“Joseph’s Bakery has a small presence in the wrap category,” Boghos said. “When you look at the pita bread/flatbread category, it’s a lot smaller compared to the wrap category, and we saw the Tumaro’s brand as an opportunity to really kind of expand our presence in the wrap category.”

“Revitalize” is also a good way to explain what’s taking place at La Tortilla Factory. The Denver-based company in March unveiled plans to enter the refrigerated tortilla sector with two products focused on protein and gut health. The company is promoting its products through social media and temporary price reductions.

“We’re going to use our shelf-stable business to showcase to the consumers that, hey, we’re also in the refrigerated section, and we don’t make a protein or a sourdough product currently. So this is going to be a new kind of innovation or evolution of the brand making our way into that new tortilla sect,” said Jason Parasco, chief executive officer of Insignia International, the parent company of La Tortilla Factory.

Perhaps no company was as busy over the past year as San Antonio-based food manufacturer C.H. Guenther & Son LLC. The company acquired two tortilla companies, beginning with the purchase of Fresca Mexican Foods LLC in June 2025. Founded in 1977 and based in Boise, Idaho, Fresca specializes in producing homestyle flour tortillas, die-cut flour tortillas and corn tortillas free of artificial flavors, preservatives and colors. The company also produces approximately 5 million tortillas per day at its 190,000-square-foot facility in Caldwell, Idaho. C.H. Guenther said the acquisition of Fresca expands its manufacturing capacity while also strengthening its foodservice capabilities and its relationship with quick-service restaurant customers.

Rod Hepponstall, president and CEO of C.H. Guenther, said Fresca’s facility and partnerships with some of the most prominent fast casual and QSR chains in North America “are a great fit as we continue to execute our growth strategy.”

“We share a commitment to quality, innovation and customer service, and I am confident the addition of Fresca’s talented team will strengthen CHG’s commitment to quality products and excellent service,” he said.

Less than a year later, C.H. Guenther was back on the acquisition trail, buying Les Aliments Mejicano Inc. in April 2026. Founded in 1995 and based in Anjou, Que., Mejicano produces a variety of flour tortilla flavors, including a smoked barbecue flavor, a pesto flavor, and a jalapeño and cheese flavor. C.H. Guenther said the acquisition “significantly expands” its tortilla manufacturing and distribution capabilities, thus strengthening support for its foodservice and retail partners across the United States.

“This is an exciting step forward for CHG as we continue to invest in high-growth, high-demand categories,” Hepponstall said. “Mejicano brings exceptional manufacturing capabilities, strong customer relationships and a reputation for quality that aligns perfectly with our values. Together, we are even better positioned to deliver innovative, premium products and service to our customers.”