TOMA formally launched in June 2024, co-founded by actress Sofía Vergara (Modern Family) and her son, Manolo González Vergara, in partnership with hospitality veteran Sam Nazarian. In theory, it’s a parent-kid labor of love meant to bring “the best of Latin cuisine to the world.” The name “TOMA” cleverly merges their nicknames, “To ty” (Sofía) and “Manolo,” and nods to the Spanish verb “tomar” (meaning to take or to drink).
A Quick TOMA History Lesson (So You Know What You’re Getting)
That branding checkmark is neat, but what matters is the food. The core products rolling out under TOMA are:
- Croquetas: Traditional ham and chicken varieties, breaded and fried.
- Empanadas: Beef, chicken, and even more playful fillings like Guava & Cheese or Salsa Verde.
- Pan de Bono: A Colombian-style cheese bread made with yuca flour and queso costeño.
Each item is also sold frozen—primarily to restaurants and, later, retail outlets—so you’re not dealing with a made-to-order mom-and-pop setup. Instead, TOMA’s lineup is mass-produced (albeit at what they claim is a “small-batch” facility), shipped to partner restaurants, frozen-food distributors (such as Sysco and US Foods), and select grocery chains, including Walmart.
While the website’s store locator is down, I was able to get my hands on the beef and chicken empanadas at a Miami Walmart and the Croquetas at a Farm Stores in Westchester.
Why I Roll My Eyes at Celebrity Food Brands
- They’re usually priced higher than local dives doing the same thing.
- They often prioritize glossy packaging and marketing budgets over taste or heritage.
- If you’ve ever paid $6 for a “celebrity-endorsed” smoothie with no discernible difference from the $3 local blend, you know what I mean.
That said, there is a place for convenience, especially if you can find frozen croquetas and pan de bono that taste like a grandma’s kitchen. Let’s break down whether TOMA lives up to those expectations.
So, Is TOMA Worth the Hype?
I’ll get straight to it: TOMA is a polished, celebrity-backed convenience brand that delivers better than good enough frozen croquetas, empanadas, and pan de bono, particularly if you need something quick for a party or a busy weeknight. And while it’s not a fair comparison, it won’t replace the charm, flavor, or craft of a bakery or restaurant that makes these items fresh daily.
NOTE: I have not tried the Pan de Bono yet.
Pros:
- Convenience: You can freeze them for months and bake or fry them on demand.
- Consistency: Every package looks and tastes the same, which is excellent cause consistency is always important
- Broader Reach: If you live outside a major Latin neighborhood, TOMA might be your only option.
Cons:
- Authenticity: There’s a gap between these frozen snacks and what you’d find at a genuine Spanish tapas bar, Cuban bakery, or Colombian panadería.
- Price: You’re paying a little more of a premium for the name but they are better than other products on the supermarket shelf: Empanadas ($6.86)
Croquetas ($6.86) and Pandebono ($5.48) at Walmart.
In short, TOMA succeeds at being perfect for time-pressed consumers who want a “Latin” snack without sourcing a specialty bakery. But if you genuinely care about tasting an authentic Cuban croqueta or a true Colombian pan de bono—complete with the right cheese tang, airy crumb, and crisp shell—you’ll be better served by a local shop.
Final Thoughts:
As someone who’s been writing about burgers, croquetas, sandwiches, and comfort food since 2008, I can appreciate the appeal of mass-market frozen snacks. They fill a niche for quick, crowd-pleasing appetizers. But TOMA isn’t creating a new category, it’s stepping into a semi-crowded space with a celebrity stamp and polished branding. If you expect something groundbreaking, you’ll likely be let down.
If you’ve never had a croqueta, empanada, or pan de bono made fresh, you might want to find a local hole-in-the-wall first. Once you get your senses calibrated, then, if you want convenience, pick up a package of TOMA’s offerings. Just don’t mistake the convenience for authenticity—or pay the celebrity surcharge and expect miracle-level flavor.
One last comment about TOMA; I’m hooked on the chicken in salsa verde empanadas. I throw them in an air fryer and whip up a cafe con leche while I wait to round out my breakfast.
