While the convenience of frozen foods has made them popular in the US market, they have been remarkably absent from Latin kitchens. This is changing as Latin American societies modernize and US Hispanics acculturate, driving impressive increases in sales. Because few companies have taken advantage of the surge in consumption, variety remains limited, consisting mostly of transplanted American flavors. If suppliers hope to sustain the surge in demand for frozen foods, they will have to appeal to local taste buds with original recipes.