The story of the Sabritas brand began over 75 years ago in the Morelos neighborhood of Mexico City, with Pedro Marcos Noriega and Guadalupe. They started their snack business from home and distributed their products by bicycle. Over time, the wicker basket they filled with cellophane bags emptied more and more quickly. The growing demand led the couple to open a small factory, and in 1943 they founded their company: Golosinas y Alimentos Selectos, through which they sold potatoes, beans, chicharrones, peanuts, and muéganos. With the creation of the company, the Noriega family's continued success, so they decided to register their business with a notary to protect the brand. In 1948, they approached to register; however, they were told that 'Golosinas y Alimentos Selectos' was not a suitable name, so they began to look for alternatives. It was then that Guillermo Noriega, the couple's son, got involved and proposed a name that revolutionized the family business: 'Sabritas'. It is a play on words between 'sabrosas' (tasty) and 'fritas' (fried). With the new name, the growth continued; however, the snacks were still distributed in the same way: by bicycle and in wicker baskets. By 1963, Pedro Noriega had passed away, so Guillermo, then 28, took over the business and implemented changes to drive its expansion. He began to take the brand to other regions of the country, and just two years later, growth 'took off big time,' according to the official website, marking a new era. In 1965, the merger between PepsiCo and Frito-Lay was finalized, and a year later they approached Guillermo Noriega to propose integrating Sabritas into their international portfolio. Guillermo saw the proposal as an opportunity for growth; however, before accepting, he set conditions to preserve the essence of the brand: to keep the name Sabritas and maintain its identity as a brand made in Mexico. The official website states that PepsiCo not only accepted but also hired Guillermo as CEO of the company for five years to facilitate the transition and 'sensitize the team to the Mexican essence'. With the purchase also came changes in the image, and in 1966, Óscar, the smiling face that characterizes the brand, very similar to the current one, appeared. From then on, the biggest expansion began. The lemon, sauce, and a pinch of salt potato chips are a delicacy that many have tried. The most common presentation is the classic transparent cellophane bag, ideal for taking and enjoying at any time. The preparation is so popular that even Sabritas, one of the most recognized fry brands, started that way: with snacks packaged in cellophane bags. Beyond the potatoes, the brand is now identified with products like Cheetos, Churrumais, and Doritos; however, in its beginnings, it was known for selling beans, peanuts, and chicharrones.
