Exhibiting at Anuga Select Brazil 2025

Productos Churruca, S.A. is a renowned Spanish snack and food manufacturer based in Quart de Poblet, Valencia. With a legacy spanning over 90 years, the company has established itself as a leader in the production and distribution of traditional Spanish snack foods. Churruca is particularly well-known for its roasted corn and fried legume products, which are staples across supermarkets, kiosks, and vending machines throughout Spain and international markets.

History and Core Business

Founded in 1932, Productos Churruca began as a family-operated business focused on producing roasted and salted corn snacks. Over the decades, it has expanded its product range and modernized its facilities while staying true to its roots in Spanish culinary traditions. The company remains privately owned and continues to uphold its core values of product quality, simplicity, and taste.

Churruca specializes in manufacturing and packaging ready-to-eat snack products, particularly targeting high-volume retail and vending distribution channels. Its products are distributed under various brand names and are sold throughout Spain, as well as in several export markets.

Product and Service Offerings

The company’s portfolio is wide-ranging and categorized into core segments:

• Toasted Corn (Chupitos Series):

  • Chupitos Original
  • Chupitos Chili Picante
  • Chupitos Barbacoa
  • Chupitos Honey & Mustard

• Fried Legumes:

  • Fried Broad Beans
  • Fried Chickpeas

• Snack Mixes:

  • Picadita: a traditional mix of fried corn, legumes, and other seasonings
  • Giganttones: a premium line with larger-sized, crunchy elements

• Confectionery and Novelty Products:

  • Hello Panda Biscuits
  • Yogoice: yogurt-based snack

These products are packaged in consumer-friendly, shelf-stable formats ideal for retail, impulse buying, and vending channels. The company also engages in co-packing and private label manufacturing.

Specialization and Unique Selling Proposition

Churruca's unique strengths lie in its:

• Expertise in roasted and fried legumes and corn, combining traditional Spanish flavors with industrial scale
• Flexible production capabilities, enabling a wide range of product sizes and formats
• Vibrant branding and nostalgic appeal through character-driven packaging (e.g., Kikonazo, a cartoon mascot)
• Broad market penetration in impulse channels, including gas stations, kiosks, and vending machines

Their Chupitos line has become a culturally recognized product in Spain, often linked with childhood and festive moments.

Financial Performance

Though private and without published financials, Productos Churruca is a leading brand in Spain’s snack segment. Industry observers note that the company maintains a significant market share in the roasted corn and fried legume categories, with consistent revenue from domestic retail sales, vending machine operators, and B2B snack wholesalers.

Shipment and Export Activity

Productos Churruca has been expanding its export reach steadily. Key international markets include:

• France and Portugal
• United Kingdom
• Latin America
• North Africa

Products like Chupitos Chili Picante and Picadita have found favorable reception abroad due to their bold flavors and crunchy textures. Export formats are adapted to regional regulations and consumption habits.

Target Market

• Retail Chains and Supermarkets
• Vending Machine Operators
• Impulse Sales Points (kiosks, convenience stores, gas stations)
• International Distributors

The snack range appeals to a broad demographic, from children and teenagers to nostalgic adults seeking familiar tastes.

Capabilities

• Automated roasting and frying lines
• High-speed packaging equipment for single-serve and multi-pack formats
• Private label and co-packing services
• Custom seasoning development

The company continually reinvests in technology to support hygiene, shelf life, and product consistency, ensuring regulatory compliance across export markets.

Certifications and Compliance

Churruca complies with Spanish and EU food safety laws, including:

• Reglamento (CE) nº 852/2004 on food hygiene
• Allergen labeling requirements per EU regulation 1169/2011
• Internal HACCP-based quality assurance programs

This ensures product safety and consumer confidence across all channels.

Customer Testimonials

Churruca products enjoy strong word-of-mouth and nostalgic brand loyalty. Consumer forums and reviews consistently highlight:

• The distinctive crunch and flavor of Chupitos
• Satisfying portion sizes for on-the-go snacking
• The uniqueness of Spanish-style fried legumes, rarely found in international snack aisles

Major Achievements

• Over 90 years in operation, a testament to resilience and brand strength
• Market leader in toasted corn snacks within Spain
• Recognized brands like Chupitos, Picadita, and Giganttones
• Ongoing expansion into international snack markets
• Early adoption of vending distribution, contributing to broad accessibility

Productos Churruca, S.A. continues to lead Spain’s traditional snack sector with its commitment to flavor, nostalgia, and consumer satisfaction, blending cultural heritage with modern convenience.