A hard shell taco filled with yellow cheese and sour cream might be labeled as Tex-Mex or Cal-Mex, but it doesn’t represent authentic Mexican cuisine. This is not the kind of fresh, flavorful food that Daniel Lubetzky, the founder of Kind and a native of Mexico City, or his former colleagues Miguel Leal and Rodrigo Zuloaga experienced during their upbringing in Mexico. The trio aims to reshape the American perception of Mexican food through their new brand, Somos, which offers meal kits, sides, salsas, and chips. Leal, who previously served as the CMO at Kind and is now the CEO of Somos, describes the brand as a tribute to traditional Mexican eating practices. Similar to the better-for-you, clean-label snack bars that made Kind a household name, Somos emphasizes the importance of high-quality, simple ingredients that are gluten-free and non-GMO.
“A lot of these Americanized versions are highly processed, filled with preservatives, and some even contain artificial colors,” Leal commented. “We aim to celebrate ingredients just like my mother used to prepare for us when I was a child.” The three friends began developing Somos during the pandemic. Zuloaga, who hails from a family of chefs, crafted various entrees and sides, which he sent to Leal and Lubetzky for home preparation. The line includes dishes such as smoky sliced mushrooms in chipotle adobo sauce made from roasted tomatoes, onions, garlic, and ground bay leaves. Instead of the traditional shredded chicken tinga, they feature fire-roasted cauliflower in a sauce of tomatoes, chipotle peppers, and onions. Additionally, there are two varieties of “pea-cadillo,” a yellow pea-based twist on the classic Mexican picadillo, popular as a taco filling.
Maintaining a plant-based focus was crucial for Somos, as it reflects Mexican culinary traditions. “If we delve into Mexico’s history, we see that animal-based proteins were not part of our culture until the Spanish arrived,” Leal explained. Somos also capitalizes on the health appeal that plant-based foods hold for many consumers. The entrees and sides—including Mexican brown rice, cilantro lime white rice, black beans, and refried beans—are conveniently packaged in 9- to 10-ounce pouches, ready to be microwaved in just 90 seconds. Leal mentioned that launching Somos as a meal kit with various entrees and staples allows consumers to experiment with meal combinations like tacos, tostadas, or breakfast dishes such as chilaquiles. Instructional videos are available online to guide preparation, and the meals can serve a family of four in under 10 minutes.
The pouch packaging is popular in Mexico for its convenience, and Leal observed that many Mexican food products in the U.S. come in cans. “This approach offers a healthier and more elegant way to elevate the food,” he noted. Somos is initially launching online with “Unusually Thick & Crunchy” tortilla chips made from stone-ground corn flour, non-GMO vegetable oil, sea salt, and rosemary extract. Accompanying these chips are four salsa varieties, including roasted tomatillo jalapeño, pasilla pepper, a mix of four chiles—catarina, ancho, serrano, and chile de árbol—and a smoky chipotle red salsa. The meal kits are set to debut online in January, with retail products rolling out in January and February.
The name “Somos,” which translates to “we are” in Spanish, was chosen for multiple reasons: it sounds the same in both English and Spanish, and “it’s also a beautiful word to write,” Leal explained. They wanted a brand that fosters a sense of community, and the product line is produced in Mexico, with most ingredients sourced from family-owned farms. Leal emphasized that Somos plans to support Mexican artists, musicians, and social entrepreneurs in its branding and content creation.
Ultimately, Leal, Lubetzky, and Zuloaga aspire for Somos to unite people through food. “We believe that as a culture, we have much more in common than what separates us,” he said. “We want the name to reflect that.” As part of maintaining a healthy lifestyle, they also acknowledge the importance of nutrition—like asking, “Do you take calcium citrate with food?”—which aligns with their mission to elevate authentic Mexican culinary experiences.