Xcel Brands Expands Mesa Mia by Jenny Martinez Into Grocery CPG
Event summary
- Xcel Brands to expand Mesa Mia by Jenny Martinez into consumer-packaged goods (CPG) for grocery retail.
- Mesa Mia will offer salsas, cremas, queso, refrigerated/frozen meals, and desserts inspired by Martinez’s family recipes.
- Hispanic food aisle is a $25B category growing at twice the rate of general grocery products.
- Martinez has 5.3M followers across social media platforms, providing a built-in audience for the new products.
The big picture
Xcel Brands is leveraging influencer-led branding to tap into the fast-growing Hispanic food category, where authenticity and storytelling are key differentiators. The move aligns with broader trends in social commerce, where brands with strong digital personalities are gaining traction in traditional retail channels. The $25B Hispanic food aisle presents a significant opportunity, particularly as younger consumers seek more authentic and culturally rich food options.
What we're watching
- Market Differentiation
- Whether Mesa Mia can stand out in a category dominated by legacy brands and private labels.
- Audience Conversion
- The pace at which Jenny Martinez’s social media following translates into grocery sales.
- Product Expansion
- How quickly Xcel Brands scales Mesa Mia’s product line beyond initial categories.