Proudly from the north
We are a brand from Nuevo León that earned its spot on the corner store shelf through work, through delivering and through tasting good. Thirty years on, we are just as stubborn about all three.
How we got here
Wates is the flagship brand of Frituras y Condimentos Selectos, a company founded in December 1993 in northeastern Mexico. It started the way things start around here: making product, knocking on doors and winning over shopkeepers one store at a time.
For more than thirty years we have stood out by making and distributing quality snacks, earning a place in consumers’ taste through variety, quality and fair pricing. We did not invent a new category; we did the existing one well.
Accessible specialty
The one open space in the Mexican snack market: between the volume corporates and the local players without structure.
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Against the corporates
More agile and more specialised. We do not need a committee to change a flavor.
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The middle ground
Accessible specialty. Neither cheap generic nor expensive gourmet: good snacks at a price the corner store can hold.
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Against the locals
More structured and consistent. Same quality, same assortment, every month.
Growth is not about competing everywhere. It is about owning the right space.
Five values, no decoration
- 01
Authenticity
We are what we are, no pretence.
- 02
Real quality
Thirty years of knowing how to make snacks.
- 03
Closeness
We speak the language of the corner store.
- 04
Discipline
Turnover before expansion.
- 05
Our word
Shopkeepers reorder because we do not fail them. That is how it works up here.
To be the specialist snack brand of the Mexican traditional channel, recognised for its quality, character and presence in every corner store in the country.
To bring authentic, accessible flavor to the Mexican consumer through the traditional channel, building relationships of trust with shopkeepers and offering products that always deliver what they promise.
Made by Friconsel
Wates is the brand of Frituras y Condimentos Selectos, with its own plant in Guadalupe, Nuevo León since 1993.
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