Xcel Brands Launched Mesa Mia Grocery Line
The company is expanding the brand into nationwide retail with a variety of Mexican food products.
Updated on Oct. 13, 2026 in Mexican Food
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Xcel Brands has announced the expansion of the Mesa Mia brand into the consumer food sector for grocery retail. Developed with chef Jenny Martinez, the product line will introduce family-inspired recipes to supermarket shelves across the United States.
Why it matters
Xcel Brands aims to address a void in the Hispanic food market by establishing a national presence rooted in authentic heritage recipes. This move allows the company to tap into a grocery category valued at approximately $25 billion.
The Hispanic food aisle category is valued at approximately $25 billion annually. Chef Jenny Martinez, whose recipes drive the new product line, currently maintains a following of more than 5.3 million on social media.
The players
Xcel Brands
This is a New York-based consumer products company that owns and manages multiple lifestyle brands.
Jenny Martinez
She is a chef and cookbook author based in Los Angeles who shares culinary heritage recipes with over 5.3 million social media followers.
The details
The upcoming product expansion will feature an assortment of items including salsas, cremas, queso, and both frozen and refrigerated meals. These offerings are designed based on family recipes originating from Jalisco, Mexico, to provide authentic options for grocery shoppers.
Timeline
Jenny Martinez published the cookbook My Mexican Mesa, Y Listo! in 2024.
Xcel Brands announced the expansion into grocery retail on October 13, 2026.
Culture Shift
The expansion follows the growth trajectory of the $25 billion Hispanic food aisle market, positioning Mesa Mia to compete for shelf space alongside established national labels. This move reflects a broader trend of leveraging influencer-led brands to displace traditional store-brand dominance.
Shoppers can expect to see new Mesa Mia products, including salsas and frozen meals, appearing on the shelves of local grocery retailers nationwide. These additions offer consumers new options for preparing traditional family-style Mexican dishes at home.
The takeaway
The brand transition from cookware to food products highlights the rising influence of digital creators in the supermarket space. Consumers may see increased variety in the Hispanic food aisle as more creator-driven brands enter the retail market.
Further reading
Learn more about the evolving landscape of culinary retail in the Mexican Food section.
Live Poll
Do you trust celebrity-led food brands more than established grocery store staples?
