Baking & Snack - August 2018 - 36


Freshly baked sesame- Hermanos Juan (Juan Brothers Oven). The
seeded hamburger buns are company carefully selected a number of pasdepanned before cooling. tries and bread products from existing lines
and transferred them to a thaw-and-sell
format sold under the INSTAN label, which
busted down the doors to new sales channels. The group also operates divisions that
produce baby food, bioactive smoothies and
organic soups.
While its bakery and sweet goods items
remain the heart the business, Mr. Juan
recognizes the path to sustainable growth
is rarely a straight line. "All of this gives us
an opportunity to introduce ourselves to
any kind of customer who can sell our products," Mr. Juan said.
Such widespread diversification didn't
come without significant investment, according to Mr. Juan, who has served as
CEO since 2007. During the past five years,
Dulcesol has poured €166 million ($192
million) primarily into increasing production and distribution capacity, incorporating
the latest in cutting-edge equipment, upgrading technology and undertaking R&D
projects to reformulate its products.

Dawn of a new day
Such investment targeted at long-term expansion is deeply rooted in its family history. "My mother always believed in having
good facilities, a good financial system and
a committed, dedicated and engaged workforce," Mr. Juan said. "We invest in all activities that add value to our customers."
In the 1980s, he said, Dulcesol Group
purchased a hen farm because liquid eggs

36 Baking & Snack August 2018 /

An 'Innova-tive' idea for snacking
Dulcesol Group has turned the global health trend into
a corporate initiative. Although it removed trans fats
as far back as 2010, the company spent more than €3
million ($3.5 million) during the past three years to
enhance the nutritional content of its products. The
goal? The company wanted to transform its image
from primarily a line of conventional sweet goods to a
brand more synonymous with an overall balanced diet.
Out of this research came the Innova line of more
healthful sweet goods that are high in fiber and low in
fat and sugar. Many of the snacks contain the chlorella
strain of micro-algae that is rich in natural pigments
such as chlorophyll and beta carotene with antioxidant properties. Chlorella also contains a high level of
vegetable protein, omega-3 fatty acids and vitamins A,
B, C and E.
The algae-enriched items include mini sweet loaf
breads; chocolate Valencianas; and pumpkin, orange,
and pear-and-yogurt snacks. The Innova line also offers reformulated magdalenas, brioche and croissants
with lower fat, salt or sugar than conventional ones.
Dulcesol Group owns a chlorella production plant in
Villalonga, where the algae are grown in a natural,
GMO-free way. "Consumers want better, quality products that are more nutritious, so I see us developing
this line for years to come," noted Rafael Juan, CEO.
The company also rolled out its Dulcesol Black collection of classic French macaroons, which come in
such flavors as chocolate, coffee, melon, raspberry,
lemon and orange that is touted as "the sweet taste of
the sun." The black-packaged line reflects the ultra-premium quality of the products, which include individually wrapped tiramisu, cheesecakes, lemon squares
and American-inspired red velvet cakes.

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