Why a 70-year-old flour brand is suddenly surging in popularity among Gen Z

Sat, 02/18/2023 - 08:15

Maseca container — Maseca makes corn flour, a key ingredient in tortillas, empanadas, and other dishes.
Maseca

Corn flour brand Maseca was one of the top brands among Gen Z consumers, per Numerator.
People of Hispanic heritage make up a quarter of Gen Z, a larger share than any previous generation.
That's given a boost to Maseca, which is a staple ingredient for making tortillas and gorditas.

One of the fastest-growing brands among Gen Z isn't an adaptogenic beverage or a new face cream: It's a corn flour that got its start in rural Mexico in the late 1940s.