Another new brand for me. Siete Family Foods is based in Austin, Texas and was apparently started by a Mexican-American family. One member, Veronica Garza, had health conditions which prevented her from eating corn, amongst other things. The search for foods that wouldn't trigger her condition eventually led to Siete. Judging by the website, it appears gluten was her enemy.
The About Us section ends with, "Siete Family Foods is a mission-based company, and we're passionate about making and sharing real food, gathering together in authentic community, and advocating for healthier lifestyles among Latino families." When did a heart-warming, human tale become mandatory for company origin stories? What about "We were broke and loved potato chips so we used the trailer home for collateral on a loan for a snack food company."?
I just find these pathos-laden stories at corporate websites to be unconvincing. All the best to Ms. Garza and there may be heaps of truth in that story, but you're pushing carbs drowned in fat. They may be vegan carbs drowned in fat but I just don't see this as advocacy for a healthier lifestyle.
On the other hand, Siete deserves credit in the taste department for making a capsicum-laced salt & vinegar chip. I think I've only encountered one other such chip, Lillie's Q Hot Pepper Vinegar Kettle-Cooked chips. Here, Siete has lightly dusted the potatoes with serrano powder.
Serrano chilies are hotter than the jalapeno but easier on your tongue than a habanero. They have a sharp, sprightly flavor and I tend to think of them as a workhorse chili that labors in the background. Jalapenos get all of the glory in Mexican cuisine but I think serranos are used in a lot of commercial products like salsa.
These chips were thicker than average and I have to wonder if consumers take "kettle cooked" to mean thick as opposed to cooking them with increasing temperatures. They were light in color and had a bubbly, rough surface texture. There appeared to be some skin on the edges as well as an occasional brown spot. Taking a sniff of the bag, I was pleasantly surprised to smell mainly potato as opposed to oil, which is usually the most prominent aroma. Perhaps the avocado oil here lends itself to melding into the olfactory background. The potato had a great earthy scent. Behind the oil was a hint of vinegar.
As expected, a big crunch was to be had. Unlike those red wine vinegar chips I had a couple months back, these did not have a mushiness lurking inside. They were 100% unalloyed crunch. The salt was applied with a light touch and, unfortunately, so was the vinegar. The bag advertises a hint of serrano and so it was. But, as I chowed down more of these, the chili heat slowly built and the pepper's bright taste became more evident.
There is a lot to like here with a nice potato flavor and a gentle sprinkling of serrano dust which rewards the eater the more of these chips they eat. Clever. Sadly, they lack a tang worthy of the salt & vinegar appellation. Otherwise these are an excellent snack.
Siete gets points in my book for keeping it simple as there are no flavorings, natural or otherwise here, beyond the basics. Well, there's some citric acid there but that's as far afield as they go.
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