Cheese with Soul

Tradition and taste from Mexico to your deli case.

Walk through the deli section of almost any grocery store today, and you’re likely to see a growing array of Mexican and Hispanic cheeses: crumbly Queso Fresco, golden Cotija, stretchy Oaxaca and tangy Panela. Once considered niche or ethnic specialties, these cheeses are now commanding attention far beyond the Hispanic market. They’re delighting chefs, intriguing consumers, and creating fresh opportunities for specialty food retailers willing to embrace their delicious versatility.

“For deli menus, I gravitate toward cheeses like Oaxaca, Panela and Queso Fresco,” says Chef Richard Sandoval, the Mexico City-born chef and restaurateur behind more than 60 restaurants worldwide. “They’re mild yet incredibly adaptable — whether you’re layering them into a torta, folding into a quesadilla, or balancing a spicy dressing in a composed salad.”

The versatility of these cheeses is part of what makes them such a smart addition to deli cases and foodservice menus. Cotija, for example, brings a salty punch — “almost like a Mexican Parmesan,” says Sandoval. “I use it to finish roasted vegetables or even in elotes-inspired pastas.”

Asadero is indulgently stretchy, while aged Añejo adds umami and complexity to everything, from grilled meats to savory pastries.

Arturo Nava, senior marketing director at Hispanic Cheese Makers – Nuestro Queso, agrees. “If you’re a deli operator and these cheeses are a little bit new, start with the staples: Queso Fresco, Cotija and Oaxaca. Queso Fresco is a fresh, crumbling cheese that’s incredibly versatile. Cotija adds bold flavor — we call it the Parmesan of Mexico. And Oaxaca is a stringy melting cheese, perfect for snacking or hot applications.”

These aren’t just flavorful, flexible cheeses — they’re fast-growing, too. According to Nava, Cotija is growing at 16% year-over-year, and Panela is up 35%. “The Hispanic cheese category is growing at an average of 10% annually,” he says. “Compare that to the overall cheese category, which is basically flat, and you can see the opportunity.”

HOW CONSUMERS ARE CHANGING THE CHEESE CASE

The growth is fueled not just by demographic shifts, but by changing palates. “People are discovering these cheeses at restaurants and buying them at retail,” Nava says. “They’re realizing that Oaxaca melts beautifully, or that Queso Fresco works just as well, if not better than feta on a salad.”

Sandoval sees the same curiosity in his restaurants. “I love introducing diners to cheeses they may not have encountered before — like Requesón or Queso de Bola from Yucatán. People want to discover something new, especially when it’s rooted in tradition.”

This discovery phase is crossing over from specialty restaurants into mainstream grocery. According to Nava, these cheeses are being used not just in traditional Hispanic cooking, but as flavorful, often healthier alternatives to mainstream cheeses. “People are substituting Cotija for Parmesan, Fresco for feta, and Oaxaca for mozzarella,” he says.

“And it’s not just Hispanic consumers driving this,” Nava continues. “We’re seeing strong adoption among general market shoppers. The quality and versatility of these cheeses speak for themselves. Once people understand how to use them, they become pantry staples.”

Sandoval emphasizes that educating consumers doesn’t have to mean compromising on authenticity. “When we feature Añejo in a compound butter or grate Cotija over roasted squash, it creates a bridge. We don’t need to water down the tradition — we just need to offer a context.”

He also highlights the importance of telling the story behind the cheese. “Mexican cheese isn’t just a product — it’s a legacy. When we use Requesón or Queso Panela, we’re continuing a tradition that goes back generations. There’s a soul to it.”

TIPS FOR RETAILERS

So how can deli operators and specialty retailers tap into this booming category?

“There are a lot of cross-merchandising opportunities,” says Nava. “Bundle Cotija with corn, crema, and Tajín for an elote promotion. Or pair Oaxaca with tortillas and salsa for a taco night kit. When people see how these cheeses fit into meals, they’re more likely to try them.”

Education is another key. While Hispanic shoppers are already familiar with these cheeses, general market consumers might need some guidance. Use signage, recipe cards, and social media to spotlight dishes, like chilaquiles with Queso Fresco or molletes with Asadero.

Foodservice professionals can benefit, too. “The key is understanding both the mouthfeel and the salt balance these cheeses bring to the plate,” says Sandoval.

Aged cheeses like Añejo can add punch to compound butters or breadcrumb crusts, while mild varieties, like Panela, work beautifully in composed salads or cold sandwiches.

Nava adds that retailers and foodservice operators should also consider how these cheeses can serve as strategic substitutes. “With inflation affecting commodity cheeses, our customers are looking for value and quality. A cheese like Panela or Quesadilla can be both affordable and flavorful, offering something new and compelling.”

ARTISAN ROOTS AND MODERN GROWTH

Cheesemaking in Mexico is a rich and diverse tradition, from small regional producers to modern facilities like Nuestro Queso’s state-of-the-art plant in Illinois. “We make our cheeses with authentic recipes, no rBST, and the same taste you’d find in Mexico or Puerto Rico,” says Nava. “But we also meet the quality and safety standards our large retail and foodservice customers demand.”

Sandoval emphasizes the importance of sourcing. “The soul of Mexican cuisine is found in those small-batch, handcrafted varieties that tell a story,” he says. “When I can work with regional cheesemakers who understand the land and the seasonality, the flavor is entirely different.”

At Nuestro Queso, honoring tradition is part of the business model. “We still hand-braid Oaxaca cheese,” says Nava. “There’s artistry involved. But we’ve also invested over $30 million in automation and sustainability so we can scale without compromising quality.”

WHAT’S NEXT: SPICY CHEESE, SNACKABLE FORMATS

As consumer enthusiasm grows, so do innovations. “Spicy cheeses are trending,” says Nava. “Our jalapeño Panela is really taking off.”

The company is also responding to the snackification trend with Oaxaca snack sticks and bite-sized portions. “It’s a cheese that’s stringy and fun, like mozzarella, so it makes a great portable snack.”

Convenience is another driver. “We’ve launched easy-open packaging that makes it simpler for consumers to access the cheese,” says Nava. “It might sound small, but in a category that’s often clunky, it makes a big difference.”

Sustainability is also key. “We built a lagoon system to treat water used in our plant, and we’re optimizing energy use across the board,” Nava explains. “It’s about honoring the cheese and the planet.”

THE TAKEAWAY: NOW’S THE TIME

With rapid growth, expanding consumer interest, and a deep cultural story to tell, Mexican and Hispanic cheeses are poised to become staples not just in tacos and tamales, but across menus and retail shelves.

“Mexican cuisine is the only cuisine recognized by UNESCO as an Intangible Cultural Heritage of Humanity,” says Sandoval. “That speaks to the importance of its traditions, its ingredients, and the people who keep those alive. Cheese is a huge part of that story.”

For delis and specialty retailers looking to add value, drive discovery, and serve an increasingly curious customer base, embracing this category is both a smart business move and a delicious one.

“Once people try them,” Nava says, “they fall in love.”

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HISPANIC CHEESE PRIMER: KNOW YOUR QUESOS

Queso Fresco: A soft, white, fresh cheese with a mild flavor and crumbly texture.

Cotija: A salty, aged cheese with a crumbly texture. Known as the “Parmesan of Mexico,” Cotija is used to finish dishes like elotes, beans, roasted vegetables and pastas.

Oaxaca: A stringy, semi-soft cheese that’s perfect for melting. Similar in taste and texture to mozzarella, Oaxaca is wound into balls and easily pulled apart into ribbons.

Panela: A smooth, fresh cheese that holds its shape well and is often used in cold dishes or grilled.

Añejo: An aged version of Queso Fresco that becomes firmer and saltier as it matures. It’s often grated over dishes.

Asadero: A melty, creamy cheese similar to Monterey Jack.

Requesón: A fresh, ricotta-like cheese that’s soft, spreadable, and slightly tangy.