Capturing a share of the fastest-growing segment of the tortilla and tortilla chips segments in the baking and snack industries has become a key strategic objective for an increasing number of food companies. After all, news stories like those about how Super Bowl parties featured more tortilla chips than potato chips this year only serve to heighten awareness of the importance of the tortilla industry, now at $11 billion a year in the U.S.—and growing at 9 percent annually—and rapidly expanding in Europe and the rest of the world.