CH Foods USA was established as the food platform of Corporación Castillo Hermanos in the United States. Its purpose is clear: to bring iconic brands and quality products to Hispanic consumers.
The company has its roots in Guatemala, an origin it considers an invaluable asset. That connection allows it to understand the traditions, flavors, and emotions that bind millions of consumers to their countries of origin.
At the same time, the company looks toward the future. For its executives, growing in the United States represents an opportunity to innovate and bring their brands to a new generation that seeks to keep its cultural ties alive without sacrificing current market trends.
This balance between tradition and evolution defines CH Foods USA’s long-term vision. The company aspires to become one of the leading Hispanic food companies in the United States and, to achieve this, is committed to the sustained growth of its brand portfolio.
Señorial and Incaparina Foster Emotional Connections and Growth in the U.S.
Señorial: A Flavor That Brings Back Memories
For thousands of Guatemalan and Central American consumers, finding Señorial in a U.S. supermarket means much more than just buying a snack. Every bag of pork rinds, tortilla chips, or Chobix rekindles memories of childhood and family celebrations.
That emotional connection drives the brand’s innovation strategy. Señorial seeks a balance between the traditional flavors its consumers know and the new formats demanded by the U.S. market.
The brand has already launched a line of popcorn in three flavors: butter, cheese, and original. And it doesn’t stop there. For the fourth quarter of this year and early 2027, CH Foods USA is preparing to launch nachos and expand the Chobix line.
Related Article: Building Loyalty Among Hispanic Shoppers
Incaparina: Nutrition That Evolves
Incaparina holds a special place in Guatemala’s collective memory. For generations, it was a staple in the diets of millions of families and became a symbol of nutrition and well-being.
That legacy carries over intact to the United States. Consumers not only find a familiar product; they also rediscover a brand that is part of their personal history—now shared with children born on American soil.
Nostalgia blends with innovation. CH Foods USA recently launched original-flavor liquid Incaparina and plans to add other varieties soon—such as strawberry and chocolate—to cater to new consumption occasions.
Two Brands, One Identity
Although they compete in different categories, Señorial and Incaparina share the same spirit: quality, trust, and innovation rooted in a strong cultural heritage. Many consumers are unaware that both brands belong to the same company.
For CH Foods USA, highlighting that connection is important. It reinforces the company’s mission to combine innovation and passion to share and celebrate every moment in consumers’ lives, fostering well-being and sustainable development.
Together, the brands work to keep alive the flavors and traditions that are part of Central American identity. They do so through community activities, a consistent presence in supermarkets, and close communication with their consumers.
An Opportunity for Supermarkets
Hispanic consumers seek products that connect with their history and cultural identity. Brands like Señorial and Incaparina foster affinity and loyalty by representing an emotional experience rather than just a consumer product.
Supermarkets that carry these brands strengthen their value proposition. Additionally, they build stronger relationships with one of the fastest-growing demographic segments in the United States, especially during Hispanic Heritage Month.
CH Foods USA keeps its eyes on the future. The company plans to continue expanding its portfolio with innovative products, without losing the authenticity that has defined its brands for generations.
Its goal is simple yet ambitious: to remain the bridge connecting Hispanic families to their roots while bringing its products to an ever-wider audience.