The pupusas that got their start at the Boulder County Farmers Market six years ago now are a national brand.
Boulder-based Tres Pupusas, through its Tres Latin Foods division, have turned the homemade pupusas into a frozen food line. It is selling the Salvadoran stuffed masa cakes in nearly 400 stores across the United States. And the company is in the position to more than double that store count in the coming year, co-founder Cindy English said.
The expansion comes a few months after Tres Latin Foods signed on with a Chicago-based sales team. Prior to late last year, the company had been testing the waters with Whole Foods.
Last year we had to make the decision of whether to stay small, pretty much do farmers markets or launch nationally, English said.
Tres Latin Foods signed on with a Denver-based co-packer and started distributing to a wider retail base about 60 stores.
We got a lot of positive feedback, she said.
Other regions around the United States took to the varieties of pupusas flavors such as spinach and cheese, and pinto bean and cheese and, especially, the vegan variety, English said.
The vegan black bean and sweet corn variety is the companys No. 1 seller, she said.
In addition to expanding distribution, Tres Latin Foods plans to launch four products in March, bringing on two meat-filled pupusas and two breakfast pupusas, she said.
To do so, the company plans to take on outside capital.
Up until now, we funded it through Tres Pupusas farmers market sales and personal savings, she said.
Tres Pupusas expansion comes amid continued growth in the natural and organic frozen food category.
Natural and organic frozen foods are expected to generate $1.83 billion in revenue this year, a 15.5 percent increase from the year before, according to the Nutrition Business Journal. Those projections come as the overall frozen food category likely could hit $8.62 billion in sales, a drop of 2.6 percent from 2013.