Startup CPG Newswire:
Xinca Foods Expands Retail Presence in the Pacific Northwest with Whole Foods, Haggen, and New Packaging Launch
PRESS RELEASE — NEWS PROVIDED BY Cynthia Duran for Xinca Foods
ARLINGTON, WA (MAY 2026) – Xinca Foods, the first Salvadorian frozen food brand in the United States, is expanding its retail presence in the Pacific Northwest with launches in Whole Foods Market and Haggen stores, alongside the debut of newly redesigned packaging.
“This is a huge milestone,” said Cynthia Duran, founder and owner of Xinca Foods. “You can find certain Salvadorian products in small Latino grocery stores, but finding Salvadorian food in retailers like Whole Foods and Haggen has been very difficult. To be the first Salvadorian frozen food brand to achieve this milestone is an accomplishment not just for me, but for my community. We are helping pave the way and showing that Latino food is incredibly diverse, with many different cuisines and dishes.”
Consumers can now find Xinca Foods products, including Loroco & Cheese Pupusas and Bean & Cheese Pupusas, at Whole Foods locations throughout Washington and Oregon, as well as Haggen stores across the Pacific Northwest.
In addition to the retail expansion, Xinca Foods is unveiling redesigned packaging inspired by Salvadorian culture and art. The new packaging was designed by Jen Qian, who drew inspiration from renowned Salvadorian artist Fernando Llort.
“The redesign was something Jen and I discussed for a long time, but we wanted to make sure the timing was right,” said Duran. “We felt the Whole Foods launch was the perfect opportunity to introduce a new look for the brand. Jen wanted to ensure the packaging reflected the beauty and vibrancy of Salvadorian culture.”
“We’re not done yet with the rebrand—there’s more to come,” Duran added. “For now, we’re excited for customers to experience the new colors and design.”
The new packaging will begin rolling out across Washington, California, Nevada, Oregon, and Texas starting June 20, 2026.
About Xinca Foods
Xinca Foods is the first Salvadorian frozen food brand in the United States, bringing Salvadorian flavors to grocery stores across the country. Founded in 2021, the company manufacures convenient, high-quality frozen meals inspired by family recipes and traditional Salvadorian cuisine. Manufactured in Arlington, Washington, Xinca Foods is best known for its pupusas made with high-quality ingredients. By combining cultural tradition with modern convenience, Xinca Foods is introducing more consumers to Salvadorian food while delivering meals that feel homemade.
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