Grupo Apex

What Grupo Apex does

Grupo Apex (legal name: Aperitivos y Extrusionados, S.A.) is a privately-held Spanish snack food conglomerate incorporated in 1983 in Ribaforada, Navarra, with origins in 1979 under the ASPIL brand. The company manufactures, brands and distributes savoury snacks — potato crisps, extruded cereal snacks, popcorn, nuts and seeds, vegetable crisps, and Tex-Mex products — across 15 production and work centres in Spain, employing more than 900 people and generating €181M of revenue in 2025 (up 21% YoY). Its portfolio comprises 14 owned brands spanning premium (Marinas, Vicente Vidal), mainstream (Espada, Aitana, Santo Reino), children's (Jojitos, Aspitos), impulse and microwave popcorn (Popitas, PopUp, Tot Snack), nuts (Emilio Arias Lizano), vegetable crisps (MIKSO) and Tex-Mex (SUPERMEX, Air Nuts via patented microwave expansion).

The business model combines branded retail sales with the largest private-label (Marca de Distribuidor) snack manufacturing operation in Spain, supplying hypermarkets, supermarkets, impulse channels (convenience, service stations) and traditional non-organised trade. Grupo Apex is the second-largest player in Spain's savoury snack sector, claims to have led sector growth for nine consecutive years, and exports to more than 50 countries via direct sales and a French commercial subsidiary in Bayonne. Competitive moats are anchored in scale (15 manufacturing sites including the most modern plant in the sector at Riego de los Vega, León), direct potato sourcing from Spanish farmers, patented processing technologies (vacuum frying acquired 2020; microwave expansion acquired 2025), and a broad multi-brand portfolio that delivers one-stop-shop convenience to retailers. Growth has been driven by a programmatic acquisition strategy (≥12 deals since 2006, plus two in 2025 alone), with M&A and capex funded through operating cash flows, EU/regional co-financing, and retained earnings rather than external equity.

Name

Grupo Apex

Legal name

Aperitivos y Extrusionados, S.A.

Website

https://grupoapex.es

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

51–100 employees

Short description

Grupo Apex is a privately-held Spanish savoury snack conglomerate operating 15 manufacturing centres and a portfolio of 14 brands across crisps, popcorn, nuts, extruded snacks and Tex-Mex, supplying retailers, private-label chains and 50+ export markets.

Ownership category

akta.pro rank

Product category

Savoury Snack Manufacturing

NAICS

Snack Food Manufacturing (31191), Cookie, Cracker, and Pasta Manufacturing (31182), Cookie and Cracker Manufacturing (311821)

SIC

Cookies & Crackers (2052), Food And Kindred Products (2000)

akta.pro primary industry

Crackers, Biscuits & Grain Snacks Manufacturing (savory biscuits, crispbreads) (AFAKABAH)

akta.pro secondary industry

Crackers & Savory Biscuits Manufacturing (AFAKAIAJ)

Keywords

• Savoury snack manufacturing
• Potato crisp production
• Private label snacks
• Extruded snack products
• Tex-Mex food production

Headquarters

HQ city

Ribaforada

HQ country

Spain

HQ region

Europe

Offices14 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Branded product sales: Sale of owned snack brands (Jojitos, Marinas, Vicente Vidal, Espada, Popitas, Jumpers, Emilio Arias Lizano, PopUp, Santo Reino, Tot Snack, SUPERMEX, Air Nuts, MIKSO, Aitana) through retail and impulse channels in Spain and internationally.
2. Private label manufacturing (Marca de Distribuidor): Manufacture of snacks and crisps under retailer/store brands, including for Papes Safor (MDD), Aperitivos Gus, and others. Grupo Apex is described as the Spanish leader in private label sales.
3. International sales: Export of branded products to international markets; commercial subsidiary established in Bayonne, France (2017) to serve the French market.

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

Grupo Apex manufactures and sells a broad portfolio of salty snacks — potato crisps, extruded corn and cereal snacks, popcorn, nuts and sunflower seeds, vegetable crisps, and Tex-Mex products — across 14 owned brands (Jojitos, Aspitos, Marinas, Vicente Vidal, Espada, Aitana, Emilio Arias Lizano, Popitas, PopUp, Tot Snack, Jumpers, SUPERMEX, Air Nuts, MIKSO, Santo Reino). It also produces private label snacks (Marca de Distribuidor) for major Spanish retailers and exports to more than 50 countries. Operations span 15 manufacturing centres in Spain using vacuum frying, microwave expansion, extrusion, baking and Nixtamal processes.

Product overview

Grupo Apex (legally Aperitivos y Extrusionados, S.A.) is a Spanish snack food conglomerate offering a diversified portfolio of salty snacks, potato chips (crisps), extruded snacks, popcorn, nuts, and Tex-Mex products. The company operates as a multi-brand platform with 14 distinct brands spanning product categories including premium chips (Marinas, Vicente Vidal), mainstream snacks (Espada, Aitana), children's snacks (Jojitos, Aspitos), popcorn (Popitas, PopUp, Tot Snack), nuts (Emilio Arias Lizano), and Tex-Mex products (SUPERMEX). The portfolio was built through 40+ acquisitions since 2006, with the most recent additions being Air Nuts (healthy snacks with patented technology) and SUPERMEX (Tex-Mex products) in 2025. Products are distributed across all commercial channels in Spain and internationally, with 15 manufacturing facilities across Spain.

Differentiator

Problem solved

Functional benefit

Brands

• Jojitos: Snacks brand for children and youth featuring unique shapes, formats, and flavors; launched in Ribaforada in 1979
• Aspitos
• Jumpers
• Popitas
• Vicente Vidal
• Marinas
• Espada
• Aitana
• Emilio Arias Lizano
• PopUp
• Santo Reino
• Tot Snack
• SUPERMEX
• Air Nuts
• MIKSO

Products and services

• Aspitos Allergen-free extruded corn snack for young children, made from corn semolina, sunflower oil and salt; produced and marketed by Grupo Apex since 1984.
• Jojitos Snack brand for children and youth featuring distinctive shapes, formats and flavours, complemented by promotions and licensed product tie-ins. Originated in Ribaforada, Navarra in 1979.
• Jumpers Extruded corn snack brand in butter, ketchup and mustard flavours (including Conchitas and Estrellón varieties), serving the non-organised trade channel since 1991.
• Popitas Spain's leading popcorn brand, offering microwave and ready-to-eat popcorn linked to film/series watching occasions. Acquired by Grupo Apex in December 2018.
• Vicente Vidal Premium potato crisps brand established in 1931, made from 100% single-variety potatoes sourced directly from farmers in the Iberian Peninsula, using traditional production methods. Acquired by Grupo Apex in February 2010.
• Marinas Premium Mediterranean potato and vegetable chips brand launched in 2013, slow-fried with Flor de Sal d'Es Trenc from Mallorca; includes vegetable chips made from locally grown produce without preservatives. First 100% plastic-free snack packaging (May 2021).
• Espada Madrid-based premium crisps and snacks brand with over 30 years of history, combining tradition and quality. Acquired via Espafrima S.L. in 2019.
• Aitana Snack brand from Papes Safor operating since 1992 in the Levante region, specialising in premium crisps and snacks made with carefully sourced raw materials. Acquired by Grupo Apex in 2018.
• Emilio Arias Lizano Sunflower seeds and nuts brand founded mid-1960s in Alcázar de San Juan, combining artisanal production with modern technology; particularly popular in central Spain. Acquired by Grupo Apex in 2021.
• PopUp Leading microwave popcorn brand for the impulse channel with a North American image; acquired from Eagle-Bimbo in 2022 and expanded in 2025 to include tube potato snacks.
• Santo Reino Andalusian potato crisps, nuts and snacks brand since 1965, founded by Francisco Gutiérrez in Jaén, with olive oil at the core of production. Acquired by Grupo Apex in 2023.
• Tot Snack Snacks and popcorn brand with strong presence in Catalonia, Andorra and southern France, specialising in impulse channel formats. Acquired by Grupo Apex in January 2024.
• SUPERMEX Spanish leader in Tex-Mex and Mexican products since 1986 (tortilla chips, wheat tortillas, corn tortillas, seasonings, Mexican sauces), produced using the traditional Aztec Nixtamal process. Acquired by Grupo Apex in 2025.
• Air Nuts Healthy clean-label snack brand using patented microwave expansion technology unique in Europe, producing snacks from nuts, dairy, meat, fruit and vegetables without added fats. Incorporated into Grupo Apex in 2025.
• MIKSO Vegetable crisps brand from Viube Foods S.L. producing chips with 100% natural ingredients at the Riudellots de la Selva (Gerona) factory. Acquired by Grupo Apex in 2022.
• Private Label Snack Manufacturing (Marca de Distribuidor) Contract manufacturing of crisps, popcorn, nuts and other snacks for major Spanish retailers under their own store brands. Grupo Apex is the Spanish leader in private label snack sales, including via Papes Safor (MDD), Aperitivos Gus and other facilities.

Quantifiable outcome

• Revenue grew 21% year-over-year, surpassing €173 million to a historical maximum
• +6 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Gobierno de NavarracoreStrategic or Co-development Partner · 1 January 2025Government of Navarra co-finances Grupo Apex investments through multiple programmes: large industrial enterprise investment aid (2022, 2024, 2025), FEDER co-financing (50% for 2014-2020 and 40% for 2021-2027), and PDR Navarra rural development funds (31% co-financed). Support also includes electric vehicle charging points via MOVES III programme and energy efficiency investments.
• European Union (NextGeneration EU / FEDER / FEADER)coreStrategic or Co-development Partner · 1 January 2025Grupo Apex received co-financing from multiple EU funds: FEDER (regional development), FEADER (agricultural rural development), and NextGeneration EU (MOVES III programme for electric vehicle charging). These funds support industrial investment, energy efficiency, rural development and green mobility.
• Fundación Tudela CompartecoreStrategic or Co-development Partner · 1 January 2025Grupo Apex has collaborated with Fundación Tudela Comparte for over 7 years. The foundation works on social inclusion, equality and labour integration through hosting, accompaniment, dining, training and advice. The collaboration was renewed for 2026, supporting the foundation's social mission.
• Gobierno de Navarra / CEN (Confederación Empresarial Navarra)coreStrategic or Co-development Partner · 1 January 2025Grupo Apex participated in a pilot employment insertion programme for young migrants, promoted by the Government of Navarra in collaboration with CEN and implemented with Fundación Ilundain, Acción Social de Caja Rural de Navarra and Servicio Navarro de Empleo – Nafar Lansare. Three young migrants were incorporated into the Ribaforada facility.
• Junta de Castilla y LeóncoreStrategic or Co-development Partner · 1 January 2024Junta de Castilla y León co-financed Grupo Apex's irrigation investment plan (Plan de Inversiones APEX Riego) through the European Agricultural Fund for Rural Development (FEADER), with aid amounts of €738,501.89 and €765,044.66 for increasing production capacity and quality improvements at the León facility.
• Instituto Valenciano de Competitividad Empresarial (IVACE) / IDAEminorStrategic or Co-development Partner · 1 January 2022PAPES SAFOR S.L. (a Grupo Apex company) received aid for energy savings and efficiency in the industrial sector, co-financed by FEDER through the energy efficiency line coordinated by IDAE and managed by IVACE, for replacing diesel burners with natural gas burners.
• ALINFA ProjectminorStrategic or Co-development Partner · 1 January 2019Grupo Apex joined the ALINFA research project in July 2019, which aims to improve the amount of healthy, accessible and affordable food for children aged 3-12. The project involves collaborative research with children throughout the development process, focusing on cereals, fruits and vegetables for new snack prototypes.

Scale indicators11 records

Recent moves9 records

Expansion highlights7 records

Direct peers

• Intersnack: Intersnack is the leading European private label salty snack manufacturer (Germany-based) and is the closest direct peer to Grupo Apex, sharing private label leadership, broad snack portfolio (crisps, nuts, extruded), and multi-country manufacturing footprint.
• KP Snacks: KP Snacks is a UK-based branded and private label salty snack manufacturer (Tyrrells, Popchips UK, Hula Hoops, McCoy's), with a comparable multi-brand portfolio strategy targeting similar retail and impulse channels in a neighboring European market.

Broad incumbents

• PepsiCo (Frito-Lay): PepsiCo's Frito-Lay division is the global snack industry incumbent and directly competes with Grupo Apex's brands in the Spanish market with Lay's, Doritos, Cheetos, and Ruffles, sharing retail channel access and consumer occasions.
• Mondelez International: Mondelez is a global snacking incumbent (Oreo, BelVita, Triscuit, Cadbury) that competes with Grupo Apex in the broader snacking shelf in Spanish retail and is a key benchmark for branded snack scale economics.
• Pladis Global: Pladis is a global biscuit, cracker, and confectionery company (McVitie's, Jacob's, Carr's) and a relevant comparable for Grupo Apex's cracker/crisp product categories and European retail distribution model.
• Kellanova (Pringles): Kellanova owns Pringles, a global crisp/snack brand that competes directly with Grupo Apex's extruded and crisp snacks in Spanish retail, and provides a benchmark for global snack brand economics and distribution scale.

Regional players

• Zweifel Pomy-Chips: Zweifel is the leading Swiss potato crisp brand and manufacturer, comparable to Grupo Apex's premium crisp brands (Marinas, Vicente Vidal) with similar emphasis on regional sourcing, premium positioning, and country-of-origin brand identity.
• Aperitivos Medina: Aperitivos Medina is a Spanish savory snack manufacturer (pipas, snacks, nuts), a smaller regional competitor in the same Spanish snack category where Grupo Apex is #2, with similar impulse and retail channel dynamics.

Others

• Borges International Group: Borges International is a Spanish food manufacturer (nuts, dried fruit, oils) and the former parent of Grupo Apex (1999-2006). Comparable as a Spanish-headquartered multi-category branded food platform with overlapping product categories in nuts and snacks.

Emerging players

• Valeo Foods Group: Valeo Foods is an Ireland-headquartered branded food platform (Jacob's, Batchelors, Kettle Foods), assembled through acquisitions across European branded snacks—a comparable consolidation and multi-brand strategy to Grupo Apex.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries18 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Grupo Apex