#47 Authenticity 101: Developing a clear & authentic brand identity at SOMOS with Miguel Leal

The Startup CPG Podcast

Today I'm thrilled to share a conversation with Miguel Leal, Co-Founder and CEO of SOMOS, a new brand bringing food from the heart of Mexico to your home. Miguel co-founded SOMOS alongside two former co-workers and KIND Snacks executives, Daniel Lubetzky and Rodrigo Zuloaga. With decades of food industry experience, Miguel most recently spent two years as the Chief Marketing Officer at Cholula following his three years as the CMO at KIND. As you'll hear in the episode, I may have developed a slight obsession for SOMOS products after trying, and once you try the Unusually Think and Crunchy Tortilla Chips, you'll understand. Listen in to this episode to hear Miguel share about the story behind SOMOS, building an authentic and clear brand identity, launching in thousands of retailers including HEB, Kroger, and Sprouts and supporting those launches with a digital strategy, the decision to launch with a large portfolio of SKUs in multiple categories, creating the SOMOS team, and more.

Episode Links:

• Miguel's LinkedIn
• SOMOS website & IG @eatsomos
• Learn more about Alebrijes artwork and the Sobremesa tradition

Show Links:

• Join the Startup CPG Slack community (7K+ members and growing!)
• Follow @startupcpg
• Visit host Jessi's Linkedin or website
• Questions or comments about the episode? Email Jessi at [e-mail]