When news hit that PepsiCo is acquiring Siete Foods for $1.2 billion, the backlash was swift and fierce. As a brand rooted in clean eating and authentic, Mexican-American heritage, Siete Foods built a loyal following based on their commitment to healthy ingredients and family values. But that goodwill quickly evaporated when the announcement dropped. Customers flooded social media with outrage, calling the Garza family sellouts and voicing concerns over the future quality of Siete products.

I’ve spent over 15 years managing social media for food and beverage brands, and I haven’t seen such a negative response to a corporate takeover in a long time. What makes this even more interesting is that it wasn’t just a few disgruntled voices—it was an overwhelming majority of Siete’s once-devoted customer base. One commenter said, “HOW COULD YOU DO THIS TO US, Siete Foods?! We trusted you because of your ingredients. Now it’s all Pepsi’s game.”

The outcry speaks volumes about the growing disconnect between consumers and big corporate players. Brands that built their reputations on trust and authenticity risk losing everything when they sell out to giants like PepsiCo. Let’s break down why this acquisition has sparked such outrage and what it means for other brands looking to maintain their integrity while scaling.

The Importance of Staying True to Your Brand’s Values

Siete Foods grew because they championed values that resonated with health-conscious consumers: minimal ingredients, gluten-free, grain-free, and avocado oil-based products. But when you partner with a conglomerate like PepsiCo, known for mass-market, processed products, that brand image can suffer.

One commenter said it perfectly, “We went all-in on Siete because they were different. Now? They’re just like everyone else.”

For outdoor lifestyle and food brands, this is a cautionary tale. Scaling up doesn’t have to mean selling out. Your values and mission need to remain front and center, or your most loyal customers will jump ship.

Consumer Power and Corporate Responsibility

In today’s digital age, consumers are more informed and vocal than ever. Social media provides a platform for immediate feedback—and sometimes, that feedback stings. The Garza family may have envisioned this deal as a way to reach more customers, but the outpouring of anger shows just how attached people are to brands that feel like an extension of their own values.

One frustrated shopper posted, “Mfers, I just bought their chips, and now they’ll be laced with the deadly oils. Shame on you, Siete.” The shift from celebration to condemnation happened overnight.

Brands need to be aware that the decisions they make, particularly when it comes to mergers and acquisitions, will have far-reaching consequences for how they’re perceived. This blowback on Siete shows that consumers don’t just want good products—they want to believe in the people making them.

Holding the Line on Integrity

Siete’s deal with PepsiCo will likely bring them more financial success, but at what cost? If the outpouring of disappointment from their core audience is any indication, they’ve lost something invaluable—their integrity. Other brands in the outdoor lifestyle and food sectors should take note. Scale, sure, but don’t sacrifice what made you great in the first place. The moment you forget your customers are people, not just profits, you’ve already lost.

What do you think? Should brands like Siete hold the line on independence, or is it just part of the business to sell to a big company when the offer is right?

With over 20 years of experience in social media strategy and content creation for food & beverage and outdoor lifestyle brands, I’ve seen firsthand the challenges that come with scaling a brand without losing your core identity. I’m an Ad-Age, Emmy, Shorty, Telly, and Webby award-winning strategist and creator who’s worked with brands like Topo Chico, Frito-Lay, Costa Coffee, and more, so I’ve seen this story before. My passion lies in helping brands connect deeply with their audiences while staying true to their roots.