Tortillas continue to grow in popularity while manufacturers seek new ways to increase their health appeal with some paying specific attention to sodium reduction.
Tortilla’s tipping point came in 2010 when, for the first time, they outsold white sandwich bread in the United States. Jim Kabbani, Chief Executive Officer of the Tortilla Industry Association, reports that since 2007, tortillas have seen strong and steady growth at 9 to 10% per year.
Tortillas are not just for dinner. Thanks to the dominance of breakfast burritos on many menus, there has been a notable uptick in daytime usage. According to Kabbani, tortillas are a food delivery platform that can be seen as a substitute for sandwich bread, and one that can provide variety, such as, different flavors and colors. Kabbani also notes that non-Hispanics see tortilla as a healthier alternative to white sandwich bread.
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