Exhibiting at Anuga Select Brazil 2025

Portezuelo is a traditional Uruguayan confectionery brand known for producing some of the country’s most beloved alfajores, wafers, and biscuits. As part of Miler Uruguay, Portezuelo has been a cornerstone in Uruguay’s snack and sweet goods industry, offering high-quality products that evoke nostalgia and local culinary heritage. With a legacy rooted in artisanal production and widespread domestic popularity, Portezuelo has earned a place in the daily lives of consumers across Uruguay.

History and Core Business

Founded in Uruguay, Portezuelo has built its reputation over decades by consistently delivering flavorful, indulgent treats. The company operates as part of Miler Uruguay, a diversified food manufacturer that specializes in bakery and confectionery products. Portezuelo focuses primarily on producing alfajores, galletas (cookies), obleas (wafers), and bite-sized confections, distributed across Uruguay and in select international markets.

Product and Service Offerings

Portezuelo’s product range reflects traditional Uruguayan tastes, featuring:

• Alfajores:

  • Alfajor Clásico Nieve (sugar-coated)
  • Alfajor Negro (chocolate coated)
  • Alfajor Blanco (white chocolate coated)
  • Alfajor Triple (triple-layered with dulce de leche)

• Cookies and Biscuits:

  • Malteadas (malted cookies)
  • Polvorones Marmolados (marbled shortbread)

• Wafers:

  • Obleas Cuadraditas (mini square chocolate wafers)
  • Obleas Granizadas (chocolate-coated layered wafers)

• Snacks and Novelty Confections:

  • Bocado Mousse Sabor Chocolate (chocolate-flavored mousse bites)

These products are widely found in supermarkets, kiosks, and convenience stores throughout Uruguay and are also gaining popularity in specialty Latin American grocery stores abroad.

Specialization and Unique Selling Proposition

Portezuelo's strength lies in its deep understanding of the Uruguayan palate and its ability to create products that resonate across generations. The company differentiates itself through:

• Use of traditional recipes featuring real dulce de leche, a hallmark of South American desserts
• A wide portfolio of indulgent snack items at accessible price points
• Product consistency in taste, texture, and presentation

Their Alfajor Clásico Nieve remains one of the most iconic alfajores in the country, offering a unique sugar-coated exterior that stands out among regional competitors.

Financial Performance

Portezuelo operates within the private sector under Miler Uruguay, and specific financial data is not publicly available. However, the brand's strong shelf presence, product proliferation, and consumer loyalty indicate stable operational performance and consistent market demand.

Shipment and Export Activity

Although primarily focused on the domestic Uruguayan market, Portezuelo has extended its reach through export arrangements with Latin-focused online retailers and distributors. Platforms such as Pampa Direct, King Food Store, and Producto Uruguayos Online offer Portezuelo products internationally, particularly to expatriate communities in the U.S., Europe, and neighboring South American countries.

Exports primarily include:

• Alfajores in multi-packs
• Shortbread cookies (Polvorones Marmolados)
• Wafers and chocolate-coated snacks

Target Market

• Local Consumers: Individuals and families seeking traditional Uruguayan sweets
• Retailers: Supermarkets, local convenience stores, and specialty kiosks
• Export Distributors: Latin American goods importers catering to the expatriate market
• E-commerce Platforms: Online Latin food stores serving global demand

Capabilities

• In-House Manufacturing: Full-cycle production including baking, enrobing, and packaging
• Recipe Development: Leveraging time-tested formulas adapted to modern tastes
• Private Labeling: Potential for custom branding and export collaboration

Certifications and Compliance

Portezuelo adheres to national food safety regulations managed by the Ministry of Public Health of Uruguay. While certifications like HACCP or ISO 22000 are not publicly confirmed, their compliance with export requirements suggests adherence to essential food safety protocols and packaging standards.

Customer Testimonials

Consumers frequently associate Portezuelo with childhood memories and quality indulgence. Reviews from expatriate buyers on international platforms highlight the brand’s authentic taste and freshness, particularly for the Alfajor Nieve and wafers, often compared favorably against Argentinian and Peruvian counterparts.

Major Achievements

• Long-standing recognition as one of Uruguay’s top alfajor producers
• Nationwide distribution in both urban and rural retail points
• International expansion through Latin-focused e-commerce channels
• Brand loyalty sustained over decades in a competitive confectionery market

Portezuelo continues to be a staple in Uruguay’s confectionery industry, celebrated for its nostalgic charm, flavorful creations, and enduring presence in the hearts of consumers both at home and abroad.