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February 27, 2024 - GRUMA PLANS TO INVEST MXN 792 MILLION TO BUILD A NEW SNACK PRODUCTION CENTER IN THE STATE OF PUEBLA AND EXPAND ITS MISSION PLANT

GRUMA PLANS TO INVEST MXN... »

February 21, 2024 - GRUMA REPORTS AN 18% GROWTH IN NET SALES, A 24% INCREASE IN EBITDA, AND A 35% RISE IN NET PROFITS IN 2023

GRUMA REPORTS AN 18% GROWTH... »

October 18, 2023 - GRUMA ANNOUNCES 18% GROWTH IN NET SALES AND A 34% RISE IN EBITDA DRIVEN BY THE USA IN Q3 2023

GRUMA ANNOUNCES 18% GROWTH... »

April 19, 2023 - OPERATIONS OUTSIDE MEXICO DRIVE GRUMA’S NET SALES AND EBITDA UP IN Q123 WITH 25% AND 28% GROWTH, RESPECTIVELY

OPERATIONS OUTSIDE MEXICO... »

February 22, 2023 - THE UNITED STATES DRIVES GRUMA’S GLOBAL RESULTS

THE UNITED STATES DRIVES... »

December 01, 2022 - GRUMA AND CIMMYT PROMOTE the FOOD SAFETY INITIATIVE

GRUMA AND CIMMYT PROMOTE the... »

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Innovation is not a luxury but it is necessary

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Innovative Vision

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We think that innovation is the only way for us to remain competitive. Thanks to innovation, for more than 65 years at GRUMA we have demonstrated our commitment to constantly seeking innovation, which began with the development of a unique method  for the production of corn flour for tortillas.  Today, this commitment is  more effective  than ever and has allowed  us to consolidate our position as a leading global producer of staple foods and  to earn the lasting trust of our consumers, customers, employees and investors. 

Convinced that innovation is not a luxury but a  necessity, today our innovation is based on strategic imperatives, such as:

  • Development of new products which have a better understanding of  consumers' needs  and  meet  regional tastes. 
  • Generation of new distribution channels.
  • Creation of new business strategies.
  • Investment in research into new, sustainable technologies, which are not merely more efficient and productive, but are environmentally friendly.
  • Use of creative marketing strategies based on a thorough understanding of the consumer.
  • Creation of operational efficiency.


We have a Strategic Thinking Process which, through a disciplined method enables us to perform a thorough analysis of our consumers' environment.

We believe that in order to innovate successfully, in-depth knowledge of consumers  is indispensable:

Who are they, and what are they like?

What is their lifestyle like?

What   options do they have?

What are their obstacles?

How do they choose?

How do they relate to the brands? 

Along with this knowledge, at GRUMA we use five axis recognized in the industry that measure trends in consumer preferences and demand for  food products.  These  factors help us differentiate the meaning of our innovations, which are: pleasure, health, welfare, convenience and ethics.

In addition to using these axis as a base, we seek demographic and geographic information, as well as cultural and pricing preferences, as part of the innovation process. 

In recent years our innovation has focused on products that:

  • Provide sensory pleasure and an emotional connection  resulting in greater future  consumption.
  • Are easy to use and suited to  changes in lifestyles.
  • Offer healthy choices and provide nutrients that have been proven to help have good health.
  • Allow both GRUMA and  consumers to be responsible citizens and contribute to environmental sustainability.


GRUMA evolves in line with global trends. Therefore, it continues to innovate and develop highly nutritious products that meet consumers'needs according to  their diverse lifestyles.  We also know, understand and adapt our products to the tastes, preferences and needs of each region and culture.

We have Strategic  New Products Development Model that is used in all countries where we operate.  This model takes into account the company's capacities , the profitability and size of the potential market, the market's trends and needs, which  result in proposals for products that are potentially attractive  to consumers, allowing us to react quickly to new trends, creating competitive advantages, generating new business and introducing consumer trends. 

 

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