For years, tortillas have been a staple in Hispanic menu offerings and have serviced countless Mexican entrees. In fact, they were primarily, and often times, only associated with tacos, burritos and quesadillas.

Thanks to penny-pinching consumers and a need for innovation, the tortilla has become the new “it” factor for several American entrees. And manufacturers are doling out healthier and more unique options to keep up with demand.

Earlier this year, for instance, French Meadow Bakery launched a lineup of nutrient-rich tortilla options that feature sprouted living grains. 

The Organic Wheat and Sprouted Grain variety is a soft blend of wheat and sprouted grains and legumes, and also is yeast free and high in protein and fiber.

Additionally, its Hemp tortillas are loaded with hempseed, flaxseed and organic pumpkin seeds and offer a rich source of Omegas 3 and 6.

Meanwhile, the company’s gluten-free option consists of 7-in., certified-organic tortillas that are made with rice flour and tapioca starch and deliver no trans fats.

“As [America] becomes more of a melting pot, and looking at the growth of the Hispanic culture in America, tortillas will continue to rise,” says Beth Naffziger, marketing manager for the Eagan, Minn.-based company. “Tortillas are an item with many applications and at price points that people can afford.”

Likewise, Circle Foods continues to focus on freshness with its line of uncooked tortilla-based products, says Eric Brenk, president and COO of the San Diego, Calif.-based tortilla producer.

“Our uncooked Tortillaland flour tortillas are great tasting because we make them from the highest quality, all-natural ingredients, and [the consumer] bakes or cooks them for the very first time at home,” Brenk says. “So they are always delicious and fresh with an unbeatable texture — chewy on the inside and grilled and slightly brown on the outside.”

For its part, Harbar LLC rolled out an assortment of all-natural tortillas, sold under the Maria and Ricardo’s brand. Available in 8- and 12-count packages, these vegan-certified tortillas come in White Flour, Whole Wheat, Multigrain, Tomato & Basil, Spinach and Corn varieties.

Additionally, the Mayan Farm Tortillas line, also produced by Canton, Mass.-based Harbar, delivers fresh-from-the-oven taste and authentic Mexican flavor in a soft, pliable, all-natural tortilla that contains zero trans fat, cholesterol or hydrogenated oils. Consumers can choose from a 6-, 8- or 10-count package of White Flour Fajita, White Flour Soft Taco or White Flour Burritos tortillas, or pick up a low-fat, low-sodium, gluten-free 12- or 30-count package of White Corn Flour tortillas.

Tortilla lovers also can dive into the company’s Healthy Options assortment, which suggests 8-count packages of Whole Wheat, Multi-Grain, White Flour Low Carb and Whole Wheat Low Carb varieties.

Moreover, MexAmerica Foods, LLC, St. Marys, Pa., created FreshMex tortillas, which are the first all-natural tortillas that guarantee a 90-day, mold-free shelf life while maintaining freshness and texture. Additionally, they are made with 100% non-hydrogenated soybean oil, are low in calories and contain zero cholesterol, preservatives and trans-fat. These 8- and 10-in. sizes come in White Flour and 100% Honey Whole Wheat options, the company says.

MexAmerica also launched a flavored wrap line, which is available in Honey Whole Wheat, Sundried Tomato Basil, Garden Spinach & Pesto, Garlic Herb and Jalapeño Cheese varieties. These 10-in wraps contain zero trans fat and come six per package.

Cultural Crossings

Tortilla producers continue to experiment with cultural alternatives in unconventional varieties, including a new wave of trendy flatbreads.

For the past several years, Circle Foods has explored with various ethnic offerings by introducing an uncooked roti chapatti product, Brenk says, which serves as an Indian food “tortilla” alternative. It also is in the process of rolling out uncooked multigrain wraps.

“As consumers have traded down to less expensive meal alternatives, including burritos, soft tacos, wraps, etc., [the use of tortillas] has increased,” he says. “Ethnic products in this country have become much more mainstream and variations related there to, be it tortillas, flatbreads, chapattis and such, will continue to grow as consumers look for variety and new offerings.”

In fact, Brenk says traditional tortillas filled with Carne Asada, or roast beef, are popular within the marketplace.

“As an at-home favorite, I use our Tortillaland tortillas and wrap just about anything, from turkey, lettuce and cheese, to a shrimp salad wrapped as a burrito,” he adds.

Furthermore, tortillas are functioning as wraps, which provides for a more portable, on-the-go menu offering that fits consumers’ hectic lifestyles.

“Wraps in general, no matter if it [is] a pita, naan or other, are on the upswing,” Naffziger says. “[They] are very versatile with it being lighter, available in different flavors and are the basis of the most common portable hand-held meals. Also [they] can be steamed, baked, fried and used in a number of other ways, many of which are kid-friendly.”

Another consumer favorite, she adds, are tortillas used as a component in French Meadow Bakery’s breakfast quesadillas, which include eggs, Cheddar cheese, black beans and spinach.

“We are always looking for the latest trends,” Naffziger says.

What used to be the norm isn’t anymore, and the tortilla producers have the products to prove it.