Tortillas have become an American mainstay, with sales comprising 32 percent of U.S. bread sales, according to the Tortilla Industry Association. Second only to white bread, tortillas have gained popularity among Hispanic and non-Hispanic consumers so that their sales exceed those of whole wheat bread, bagels and rolls. Annual tortilla sales topped $6 billion in , according to "Formulating for the Hispanic Market." The article notes that the industry has grown by about 8 percent each year in recent years.
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