Lala U.S., the American arm of Mexican dairy company Grupo Lala, is expanding its U.S. cheese portfolio from three SKUs at the start of 2026 to 14 by the end of September, spanning Queso Fresco, Oaxaca, Panela, Cotija and Hispanic shreds in formats designed to drive trial and new eating occasions.
The expansion targets a segment growing far faster than cheese overall: Hispanic cheese is a $1.1 billion category with an 11 percent four-year compound annual growth rate, compared with 2 percent for the $22.8 billion mainstream cheese category, according to Circana data cited by the company. Queso Fresco remains the largest Hispanic cheese segment, with Hispanic shreds the second-largest and fastest growing.
Flavia Panza, chief marketing officer at Lala U.S., said the company sees “an enormous opportunity” to build the Hispanic cheese category in the U.S.
“This isn’t simply a line extension. We are building a complete portfolio that brings together the authentic varieties Hispanic consumers know and love with formats, convenience and meal inspiration that can introduce these cheeses to an even broader group of shoppers,” Panza said.
Formats built for trial and household size
Lala entered 2026 with 10-ounce Queso Fresco, Oaxaca and Panela offerings, added four SKUs in the second quarter and is introducing seven more at the end of September. Queso Fresco now spans a trial-friendly 5-ounce size, the original 10-ounce and larger 17.6-ounce (Medio Kilo) and 35.3-ounce (Kilo) formats. Cotija arrives in grated 8- and 14-ounce bags, an 8-ounce shaker bottle and a traditional 8-ounce wedge.
The lineup also includes a 10-ounce Oaxaca ball with easy-peel packaging, snackable Oaxaca Bites in an 8-ounce resealable bag with 7 grams of protein per serving, a 10-ounce Panela round and 7-ounce Natural Cheese Shreds in Quesadilla, Spicy Quesadilla and Mexican Blend varieties. Redesigned packaging uses food photography to show applications, from elotes and chilaquiles to salads and grain bowls, aimed at both familiar users and shoppers new to Hispanic cheese.
Suggested retail prices start at $1.99 for Queso Fresco, $3.49 for shreds, $3.99 for Cotija and $4.99 for Oaxaca Bites, with the portfolio available at select Hispanic grocery stores and other retailers nationwide.
Campaign support
The expansion is backed by Lala’s new “¡Ya Quedó!” creative platform spanning its cheese and crema portfolios, built on the insight that the right finishing touch makes a meal complete. The integrated campaign includes digital and social content, influencer partnerships, shopper marketing, holiday retailer activations, sampling, coupons and cross-merchandising with Lala Crema.
Lala is the No. 1 milk brand in Mexico, reaching 97 percent of Mexican households, per Nielsen and Worldpanel data cited by the company. Dallas, Texas-based Lala U.S. distributes yogurt smoothies, yogurts, cheeses, crema Mexicana and milk nationally, along with the Promised Land and Skim Plus brands.
Related: Hispanic Foods Category Tops $40B As Consumer Demand, M&A Activity Accelerate