The brand Señorial, a part of Guatemala’s Corporación Castillo Hermanos—a business group with more than 100 years of history—has solidified its position as a leader in the snack market, especially among the Latino community in the U.S. Founded over 45 years ago, Señorial has built a deep emotional and cultural connection by offering a diverse range of products, from traditional favorites to innovative options adapted for an international palate. Its strategy aims to capitalize on this authenticity and the rapid growth of its Chobix and Chicharrones lines.
U.S. salty snacks are experiencing 4% to 6% annual growth. However, Señorial’s products are far outpacing those numbers: Chicharrones are growing at a robust 10% per year, and Chobix has doubled its customer base in the last 12 months. This superior performance is due to several key factors that resonate directly with its core consumer: Latinos between 25 and 45 who are nostalgic for the flavors of their home country and are looking for authentic, intense, and accessible snacks.
Chobix: Crunchy Innovation with Intense Flavor
With its crunchy texture and fried wheat pellet base, Chobix is a pioneer in the Guatemalan market and has made a strong entry into the U.S.
This snack saw exponential growth in 2025 with the introduction of new flavors like chipotle cheese, BBQ, chile limón, and limón. These flavor profiles position it as an innovative, diverse, and bold option, which has allowed Chobix to double its growth and be present in 60% of Señorial’s client stores. Chobix is available in 100-gram bags, and new mixes will soon expand its portfolio.
Señorial Chicharrones: Authenticity and Versatility in Every Bite
Señorial Chicharrones offer authentic pork rinds made from 100% pork. With sustained annual growth of 10%, these chicharrones have clear opportunities for expansion.
The line includes 2-ounce bags and a Crackling line (crunchier and thinner) in 3-ounce bags, designed for those seeking an even more intense experience. Its five flavors—barbecue, spicy barbecue, chile limón, llama (extra spicy), and original—demonstrate the product’s diversity and versatility against competitors.
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Projections and Expansion
Señorial is currently working on expanding its Chicharrones sizes and developing new mixes and flavors for Chobix. This will allow the brand to capture more consumption moments and show the diversity of its portfolio.
The brand’s future is very promising, with significant room for growth within both the Latino and mainstream markets, driven by the rise of Central American cuisine and the growing interest in intense, authentic flavors.