Supermercados Internacionales HEB is the Mexican arm of the Texas-based grocery giant H-E-B, competing fiercely with major retailers like Soriana and Walmart México. The company first entered Mexico in 1997, opening its inaugural store in Monterrey, and quickly expanded to six locations by the end of 1999. To appeal to local customers, it primarily stocks Mexican-made products across its stores. In addition to its standard supermarkets, it operates a discount banner called Mi Tienda del Ahorro to directly rival budget chains like Bodega Aurrerá. Today, the chain runs roughly 90 stores across northern and central states such as Nuevo León, Tamaulipas, Coahuila, and Querétaro, with future expansions planned for cities like Gomez Palacio and Ciudad Acuña.