Grefusa expands snack business through viral marketing

Grefusa, a snack company headquartered in Alzira, Valencia, has achieved significant commercial success through viral marketing and product diversification. A recent advertising campaign in Madrid featuring a large billboard with the slogan ‘Un mal kiko es un mal mix’ gained widespread attention and sparked social media debate involving public figures Irene Rosales and Kiko Rivera.

Founded in 1929, the company has evolved from a family nut business into a major snack manufacturer. After transitioning to a nut roasting business in 1966 and later to a snack company in the late 1980s, Grefusa saw its turnover increase tenfold within eight years. The company is currently pursuing a strategy of international expansion and product diversification to move beyond its core products, such as sunflower seeds and ‘kikos’, which are primarily consumed in Spain and parts of Eastern Europe.