What Syros does

Syros NV is a Belgian producer of processed avocado products, founded approximately 30 years ago by brothers Bram and Mathias and headquartered in Wingene, Belgium, with a second manufacturing site in Ostend. The company manufactures chilled and frozen guacamole, avocado pulp, IQF (Individually Quick Frozen) avocado formats (cubes, slices, halves, sushi slices), and an expanding line of avocado-based chilled spreads such as Avocannaise, Avocado Hummus, Avoziki, Avocado Green Pea, and Smashed Avocado. Production relies on HPP (High Pressure Processing) pasteurization alongside conventional chilled and frozen lines, enabling preservative-free SKUs and a proprietary oxidation-resistant "Pure Green" guacamole formulation that holds color for up to three days after opening. Syros holds BIO (BE-BIO-02056) and AB organic certifications plus IFS Food, which are required credentials for European retail and food service customers.

Syros operates a dual-brand model: the Syros brand serves the professional market (foodservice, restaurant chains, commercial kitchens, and food industry ingredient buyers), while the Wonky brand targets the consumer market. The company manufactures under private label for major European supermarket chains and supplies meal-kit operators such as Marley Spoon, where products are integrated into recipes and sold direct-to-consumer. Products reach customers in Belgium, the UK, France, Germany, the Netherlands, and Ireland through direct B2B sales.

Since 2025, Syros has been part of Westfalia Fruit, a multinational group described as having the world's largest avocado farming footprint and operating across Europe, the UK, North America, Latin America, and Southern Africa. The company has approximately 70 employees and is privately held, with no public revenue or funding disclosures available.

Name

Syros

Legal name

Syros NV

Website

https://syrosnv.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Short description

Syros NV is a Belgian producer of chilled and frozen guacamole, avocado pulp, and IQF avocado products serving European supermarkets, restaurant chains, and meal-kit operators under the Syros, Wonky, and private label brands. Since 2025 it has been a subsidiary of Westfalia Fruit.

Ownership category

akta.pro rank

Product category

Processed Avocado Products

NAICS

Food Manufacturing (311), Perishable Prepared Food Manufacturing (311991), Fruit and Vegetable Preserving and Specialty Food Manufacturing (3114)

SIC

Miscellaneous Food Preparations & Kindred Products (2090), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)

akta.pro primary industry

Pesto, Cooking Pastes & Concentrated Flavor Bases Manufacturing (AFAKADAN)

akta.pro secondary industries

Frozen prepared meals & entrées manufacturing (AFAKAHAA), Frozen Entrées & Complete Meals (CRADADAA)

Keywords

• Avocado processing
• Frozen guacamole products
• Private label food
• HPP pasteurization
• Chilled avocado dips

Headquarters

HQ city

Wingene

HQ country

Belgium

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Private Label Manufacturing: Syros manufactures avocado-based products under private label and white label arrangements for major European supermarkets, restaurant chains, and food industry clients. Products are sold either under retailer brands or major brands.
2. Branded Product Sales (Syros & Wonky): Syros branded products for the professional market (food service, specialty businesses, commercial kitchens, industrial market) and Wonky branded products for the consumer market, sold as 'good to go' avocado-based products.
3. Meal Box / Food Service Supply: Supply of guacamole and avocado products to meal box companies like Marley Spoon, integrated into meal kit recipes for direct-to-consumer delivery.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Syros manufactures and supplies a comprehensive range of avocado-based products, centered on guacamole and complemented by avocado pulp, IQF avocado cuts, and specialty spreads, available in chilled, frozen, and organic variants. The company sells these products both under its own Syros Professional and Wonky brands and through private label arrangements for major European supermarkets, restaurant chains, and meal kit operators. Production is supported by HPP pasteurization, IQF technology, and organic-certified processing capabilities at facilities in Wingene and Ostend, Belgium.

Product overview

Syros is a Belgian avocado and guacamole company with over 30 years of experience, now part of Westfalia Fruit. The company operates as both a private label manufacturer and brand owner, supplying avocado-based products to food service, food industry, and food retail sectors across Europe. The product portfolio centers on guacamole as the core product, offered in multiple formats: frozen (bags, tubs, spout pouches, HPP-processed) and chilled varieties, available in mild and spicy profiles with organic options. Additional offerings include avocado pulp (frozen, HPP, organic), IQF products (cubes, slices, halves), specialty avocado spreads and sauces (Avonnaise, Avocado Hummus, Avocado Green Pea, Avoziki), and fresh smashed avocado. Products are sold under the Syros brand (professional market), Wonky brand (consumer market), and private label for major European retailers and restaurant chains.

Differentiator

Problem solved

Functional benefit

Brands

• Syros Professional: Syros brand for the professional market: specialty businesses, commercial kitchens (food service) and the industrial market. Offers 'Good to go' avocado-based products.
• Wonky

Products and services

• Syros Professional Brand (Branded Products for Food Service) Syros's own brand targeting the professional market including specialty businesses, commercial kitchens (food service), and the industrial market, offering ready-to-use avocado-based products that are nutritious, tasty, healthy and sustainable.
• Wonky Brand (Consumer Market) Consumer market sub-brand of Syros offering ready-to-eat avocado-based products positioned as nutritious, tasty, healthy and sustainable, distributed through retail and meal kit partners such as Marley Spoon.
• Private Label / White Label Avocado Products Custom-developed concepts and recipes for private label and white label avocado/guacamole products manufactured for major European supermarkets, restaurant chains, and food industry clients.
• Frozen Guacamole (Mild and Spicy, HPP and Non-HPP) Frozen guacamole SKUs in bag, tub, resealable spout pouch, and HPP-processed formats, offered in mild and spicy profiles, all with high Hass avocado content and no preservatives, colorants, or added water.
• Chilled Guacamole (Mild, Spicy, Organic, Extra Seasoned) Chilled guacamole SKUs offered in mild, spicy, organic, and extra-seasoned variants, including the proprietary Pure Green formulation that resists oxidation for up to three days after opening, with high Hass avocado content.
• Avocado Pulp (Frozen, HPP, Organic) Frozen avocado pulp offered in classic, HPP, super-chunky, and organic variants, serving as a base for guacamole preparation or as a direct ingredient for food industry and food service customers.
• IQF Avocado Cuts (Cubes, Slices, Halves, Sushi Slices, Clean Label Cubes) Individually Quick Frozen avocado cuts including cubes, slices, halves, sushi slices, and clean label cubes, processed at optimal maturity and cut with care to maintain texture and natural taste for food service and food industry customers.
• Avocado Spreads, Dips and Sauces (Smashed Avocado, Mango, Tomato, Green Pea, Hummus, Avoziki, Avocannaise) Specialty avocado-based chilled spreads, dips, and sauces combining Hass avocado with ingredients such as mango, tomato, green pea, chickpea (hummus), tzatziki (Avoziki), and mayonnaise (Avocannaise), positioned as healthy, versatile accompaniments.

Quantifiable outcome

• Guacamole Pure Green resists oxidization for up to 3 days after opening
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Marley SpooncoreGTM or Marketing Partner · 1 December 2022Marley Spoon, a European meal box company, partners with Syros for guacamole supply in their meal kits and sells Wonky brand salsas and smoothie bowls through their online shop. The partnership includes recipe co-development (adjusting products like mango salsa to fit Marley Spoon recipes), flexible supply alignment, and shared commitment to reducing food waste. Syros was selected after a tasting of 4 different brands, rated as the most pure and tasty.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Greencore Group: Greencore is a UK-listed convenience food manufacturer serving major European retailers and foodservice operators. While broader in scope, it competes for the same private-label chilled and convenience food programs as Syros.
• Bakkavor Group: Bakkavor is one of Europe's largest prepared-food manufacturers supplying chilled meals, dips, and fresh convenience to major UK and European supermarkets — comparable customer base and private-label dynamics, though much broader in scope than Syros.
• Calavo Growers: Calavo Growers produces packaged guacamole and avocado products for retail and foodservice in the US and increasingly Europe, competing in similar product formats and channels.
• Yucatan (Cargill): Cargill's Yucatan is a major branded guacamole line sold primarily in the US; Cargill's scale and foodservice reach make it a broad incumbent competing for similar retail and foodservice shelf space as Syros.
• Fresh Del Monte Produce: Fresh Del Monte Produce processes and distributes prepared avocado products (including guacamole) alongside fresh fruit — overlapping in processed avocado categories and European retail distribution.

Regional players

• Patatas Hijolusa: Spanish prepared-food producer with growing presence in guacamole and avocado-based products across southern European retail — comparable product type and foodservice focus, with limited geographic overlap in Syros' core northern European markets.

Emerging players

• Sabra Dipping Company: Sabra (PepsiCo/Strauss Group JV) is the leading hummus brand and has expanded into avocado-based dips; comparable refrigerated dip category, retail channel overlap, and clean-label positioning.

Direct peers

• Avomex: Avomex (Mexican avocado processor) manufactures frozen guacamole, avocado pulp, and IQF avocado for foodservice and retail — a direct competitor with overlapping product formats and customer segments.
• Wholly Guacamole (Mission Produce): Mission Produce's Wholly Guacamole is the leading branded guacamole product in North America and a direct competitor in processed avocado products, with comparable chilled/frozen formats and foodservice distribution.

Others

• Westfalia Fruit: Syros' parent company and global avocado leader. Listed as adjacent because, beyond Syros, Westfalia operates in fresh avocado supply, ripening, and distribution that contextualize the integrated avocado value chain Syros participates in.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/syrosfood

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Syros