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Tortillas are a staple food in Mexico and Central America and they have now gained popularity and market share in the United States and Canada as well. In the U.S., tortillas have now grown from an "ethnic" to a mainstream food. Tortillas have surpassed bagels and muffins, to come only second in place to sliced bread, and have now become the number 2 packaged bread product sold in the U.S. It is estimated, by the Tortilla Industry Association (TIA), that in the U.S. alone, the tortilla industry (tortillas and their by-products - tortilla chips, tostada shells and taco shells) has become a $6 billion a year industry.