What Gullon does

Galletas Gullón, S.A. is a privately-held, family-owned Spanish biscuit and cookie manufacturer founded in 1892 in Aguilar de Campoo, Palencia. The company operates a single-site integrated production base employing 2,100+ direct workers and produces more than 170 product varieties organized across multiple sub-brands, including Zero Sin Azúcares (sugar-free), Sin Gluten (gluten-free, FACE-certified), Hookies (children's), ChocoBom, Moment, Digestive, Vitalday, Bio Organic, Vitalgrain, Mini-Bites (savory), and traditional Spanish cookie lines such as María and Creme Tropical. Production is supported by dedicated gluten-free manufacturing lines with 800+ workers trained in allergen handling, the VIDA factory with maximum food safety recognition, and certifications including ISO 45001 and SMETA.

Gullón generates revenue primarily through B2B sales to Spanish supermarket chains — where it is positioned as the preferred cookie brand — supplemented by exports to France, Italy, Portugal, and the UK via localized websites and regional distributors. Secondary revenue streams include a direct-to-consumer e-commerce store (tienda.gullon.es) with 24/72-hour delivery within Spain, a physical retail outlet at Aguilar de Campoo, and brand-building initiatives such as the Gullón Influencer ambassador program and the 'Historias de las buenas' podcast. Pricing for retail/B2B channels is not publicly disclosed.

In 2024, Gullón closed with €690 million in revenue, up from €630 million in 2023, €531 million in 2022, and €419 million in 2021. The company reinvests internally, announcing €20 million in new warehouses and €9 million in employee facilities at its headquarters in 2024, alongside the creation of an Expansión directorate and the appointment of a new Director Corporativo. Leadership comprises President Lourdes Gullón and President of Honor María Teresa Rodríguez Sainz-Rozas, with no external institutional investors identified in the ownership structure.

Name

Gullon

Legal name

GALLETAS GULLON, S.A.

Website

https://gullon.es

Company type

Private

Founded year

1892

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Galletas Gullón is a family-owned Spanish biscuit manufacturer founded in 1892, headquartered in Aguilar de Campoo, producing 170+ cookie varieties across health, children's, traditional, and savory categories for Spanish retailers and export markets in France, Italy, Portugal, and the UK.

Ownership category

akta.pro rank

Product category

Cookie and Biscuit Manufacturing

NAICS

Cookie, Cracker, and Pasta Manufacturing (31182), Retail Bakeries (311811), Baked Goods Retailers (445291)

SIC

Bakery Products (2050), Cookies & Crackers (2052)

akta.pro primary industry

Bread & Pastry Specialty Stores (CRAHAGAC)

Keywords

• Cookie manufacturing
• Gluten-free biscuits
• Sugar-free cookies
• Children's snacks
• Organic biscuits

Headquarters

HQ city

Aguilar De Campóo

HQ country

Spain

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. B2C Cookie and Biscuit Sales: Primary revenue from manufacturing and selling cookies and biscuits through retail supermarket chains, convenience stores, and direct-to-consumer e-commerce. The company offers over 170 varieties across multiple product lines including health-oriented options (sugar-free, gluten-free, high-fiber) and traditional cookies.
2. E-commerce Direct Sales: Direct online sales through the company's own e-commerce platform (tienda.gullon.es) with 24/72 hour delivery to consumers in Spain.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Galletas Gullón is a Spanish biscuit and cookie manufacturer founded in 1892 in Aguilar de Campoo, Palencia. The company produces over 170 varieties of cookies across multiple product lines including sugar-free, gluten-free, organic, whole-grain, children's, and traditional biscuits, sold through mass-market retail, specialist channels, and its own e-commerce store.

Product overview

Galletas Gullón is a Spanish cookie and biscuit manufacturer founded in 1892, based in Aguilar de Campoo (Palencia). The company operates as one of Spain's largest biscuit producers with a diversified portfolio organized into multiple sub-brands: the health-focused Zero Sin Azúcares (sugar-free) and Sin Gluten (gluten-free) lines; Hookies (children's cookies); chocolate-oriented products including ChocoBom, Moment, and the Galletas con Chocolate category; digestive and fiber products under Digestive and Vitalday brands; thin cookies under Finas; traditional cookies including Creme Tropical, traditional María and Pastas; savory crackers under Mini-Bites; organic products under Bio Organic; rice cakes branded as Tortitas Vitalday; and the grain-based Vitalgrain line. The company offers over 170 varieties across various dietary segments including vegan, lactose-free, and allergen-free options. Gullón sells directly through their e-commerce store and operates internationally across European markets including France, Italy, Portugal, and the UK.

Differentiator

Problem solved

Functional benefit

Brands

• Zero sin Azúcares: Sugar-free biscuit range including Zero, Digestive, Fibra, María, Crocant, Doradas al Horno, and other sugar-free varieties.
• Hookies
• Chocobom
• Digestive
• Vitalday
• Bio Organic
• FinAs
• Creme Tropical
• Mini-Bites
• Karamel Speculoos

Products and services

• Zero Sin Azúcares (Sugar-Free Cookies)
• Sin Gluten (Gluten-Free Cookies)
• Hookies (Children's Cookies)
• Bio Organic Cookies
• Vitalday
• Vitalgrain
• ChocoBom
• Finas
• Tortitas Gullón Vitalday
• Karamel Speculoos
• Creme Tropical
• Moment
• Mini-Bites
• Traditional Cookies
• Tienda Gullón (Online Store)

Quantifiable outcome

• Gullón is the preferred cookie brand among Spanish supermarket shoppers
• +2 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

15 partnerships are on record, tiered core and minor.

• FACE (Federación de Asociaciones de Celíacos de España)coreStrategic or Co-development Partner · 1 January 2024Gullón maintains a strategic partnership with FACE for gluten-free product certification and celiac awareness. The company has received FACE awards recognizing them as the best brand for celiacs and best gluten-free product.
• Asociación Española Contra el Cáncer (AECC) - PalenciacoreGTM or Marketing Partner · 1 January 2024Gullón and AECC Palencia have renewed their alliance to promote cancer fighting initiatives. Gullón sponsors cancer awareness events and donations.
• Cruz Roja Española - PalenciacoreStrategic or Co-development Partner · 1 January 2024Gullón collaborates with Cruz Roja Palencia for inclusion of vulnerable groups in employment. The partnership focuses on labor integration for vulnerable populations.
• Fundación Santa María la RealcoreStrategic or Co-development Partner · 1 January 2024Gullón supports Fundación Santa María la Real's activities in the Castile and León region, focusing on employment programs and rural development.
• Banco de Alimentos de PalenciacoreStrategic or Co-development Partner · 1 January 2024Gullón has donated nearly 145,000 kilos of cookies over three years to food banks. Regular donations during 'Gran Recogida' campaigns and ongoing support.
• Fundación ONCEcoreStrategic or Co-development Partner · 1 January 2024Gullón and Fundación ONCE partnership focuses on fostering employment for people with disabilities, promoting inclusive workplace practices.
• Fundación España HabitarminorStrategic or Co-development Partner · 1 January 2024Gullón joined as 'Empresa Amiga' (Friendly Company) to promote culture of change in rural areas through the foundation's programs.
• CáritascoreStrategic or Co-development Partner · 1 January 2024Gullón collaborates with Cáritas on circular economy initiatives and food donation programs, including annual commitments of at least 10 tonnes of products.
• Geoparque Las Loras UNESCOcoreStrategic or Co-development Partner · 1 January 2024Gullón provides research grants for the UNESCO Geoparque Las Loras and supports conservation of the geological heritage in the Montaña Palentina region.
• Ayuntamiento de Aguilar de CampoocoreStrategic or Co-development Partner · 1 January 2024Ongoing community partnership including sponsorship of local festivals, cultural events (Galleta Rock Fest, Aguilar Film Festival), and sports clubs.
• Universidad de BurgosminorStrategic or Co-development Partner · 1 January 2024Gullón research grants (Ayudas Gullón a la investigación) supporting geological studies in the Las Loras Geopark region.
• CSIC (Consejo Superior de Investigaciones Científicas)minorStrategic or Co-development Partner · 1 January 2024Research collaboration through Gullón research grants for geological and environmental studies in the Las Loras Geopark area.
• Hermandad de Donantes de Sangre - Palencia y CantabriaminorStrategic or Co-development Partner · 1 January 2024Gullón promotes and incentivizes blood donation campaigns in both Palencia and Cantabria regions.
• Asociación Salud Mental PalenciaminorStrategic or Co-development Partner · 1 January 2024Partnership supporting mental health awareness and services in the Palencia province.
• ForéticaminorStrategic or Co-development Partner · 1 January 2024Gullón adheres to Forética, a sustainability and ESG leadership organization, demonstrating commitment to environmental and social governance.

Scale indicators9 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Artiach: Artiach is a historic Spanish biscuit manufacturer (now part of Mondelez) producing cookies under brands such as Chiquilín and Dinosaurus. It directly competes with Gullón in the Spanish retail biscuit market, particularly in traditional cookies and children's segments.
• Cuétara: Cuétara is a Spanish biscuit and cookie manufacturer producing a broad portfolio including breakfast biscuits, chocolate cookies, and snacks. It is a direct competitor in the Spanish grocery channel with overlapping mass-market positioning.
• Fontaneda: Fontaneda is a heritage Spanish biscuit brand (owned by Pladis/Yıldız Holding) known for Maria-type cookies. It competes directly with Gullón in traditional Spanish cookie segments and shares Gullón's domestic focus and heritage brand positioning.

Broad incumbents

• Bahlsen: Bahlsen is a major German biscuit manufacturer producing branded cookies and wafers across Europe. It is a broad incumbent with overlapping product categories (chocolate-coated biscuits, crisp wafers) and similar mid-premium European retail positioning.
• Lotus Bakeries: Lotus Bakeries is a Belgian biscuit company known for Biscoff, with growing natural-snacking and healthier positions. It is comparable as a European branded biscuit maker that has successfully expanded internationally and built premium cookie brands.
• Pladis (McVitie's): Pladis Global owns McVitie's, Carr's, and other biscuit brands, including Fontaneda in Spain. As owner of Gullón's direct competitor, it represents a major corporate incumbent with broader category and geographic reach.
• Mondelez International: Mondelez is a global snacking giant with biscuit brands including Oreo, Belvita, Chips Ahoy!, and TUC, plus Spanish brands like Artiach. Comparable as a global incumbent expanding into healthy biscuit positioning alongside Gullón.
• Nestlé: Nestlé is a global food conglomerate with an extensive European biscuit portfolio including LU brand. It is comparable as a broad incumbent with overlapping cookie offerings and extensive retail distribution across Gullón's key European markets.
• Barilla (Pavesi): Barilla owns the Pavesi biscuit brand in Italy, producing cookies and snack biscuits. Comparable as an Italian incumbent with cookie portfolio overlap and similar mid-market European retail positioning.

Regional players

• Colussi Group: Colussi Group is an Italian food company with a significant biscuit and cracker portfolio. It is comparable as a regional European biscuit player operating in Italy (one of Gullón's targeted export markets) with overlapping product categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/GalletasGullon
• Xx.com/gullon_es
• LinkedInlinkedin.com/company/galletas-gullon
• TikToktiktok.com/@galletasgullon
• Instagraminstagram.com/galletasgullon

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Gullon