Mabel

Name

Mabel

Legal name

Camil Alimentos

Website

https://mabel.com.br

Company type

Private

Founded year

1953

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Biscuits and Crackers (Packaged Bakery Snacks)

NAICS

Cookie and Cracker Manufacturing (311821), Commercial Bakeries (311812), Snack Food Manufacturing (31191)

SIC

Cookies & Crackers (2052), Bakery Products (2050), Food And Kindred Products (2000)

akta.pro primary industry

Cookies, Biscuits & Crackers (CRADABAD)

Keywords

• Biscuit manufacturing
• Cookies and crackers
• Snack foods
• Packaged bakery
• Traditional Brazilian cookies

Headquarters

HQ city

Goiás

HQ country

Brazil

HQ region

Latin America

Offices6 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales

Revenue model

1. Biscuit and Cookie Product Sales: Mabel generates revenue through the manufacture and sale of biscuit products including rosquinhas (ring-shaped cookies), crackers, butter cookies, laminated cookies, filled cookies, and chocolate chip cookies. Products are sold through retail channels across Brazil as one-time purchase consumer goods.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Mabel manufactures and sells a portfolio of traditional Brazilian biscuits and cookies through retail stores across Brazil. The product range covers six categories — Rosquinhas (ring-shaped cookies), Água e Sal / Cream Crackers, Amanteigados (butter cookies), Laminados Doces (sweet layered cookies), Recheados (filled cookies), and Cookies (with chocolate chips) — produced at six industrial facilities and distributed via Camil Alimentos' retail network.

Product overview

Mabel is a Brazilian biscuit/cookie brand now owned by Camil Alimentos, offering a diverse portfolio of sweet and savory biscuits organized into six main product lines: Rosquinhas (ring-shaped cookies in Chocolate, Milk, Coconut, and Banana & Cinnamon flavors), Água e Sal/Cream Crackers (savory crackers), Amanteigados (butter cookies in Chocolate, Milk, and Coconut flavors), Laminados Doces (sweet layered cookies in Chocolate, Maisena, and Milk flavors), Recheados (filled cookies in Chocolate and Strawberry flavors), and Cookies (with chocolate chips in Original and Chocolate varieties). The company operates from its headquarters in Aparecida de Goiânia (GO) with additional production facilities across Brazil, and maintains a recipes section on its website demonstrating consumer use of its products.

Differentiator

Problem solved

Functional benefit

Products and services

• Rosquinha Mabel Sabor Chocolate Chocolate-flavored ring-shaped cookie/biscuit made with wheat flour, sugar, soybean oil, and cocoa powder; sold in Brazilian retail as a traditional snack.
• Rosquinha Mabel Sabor Leite Milk-flavored ring-shaped cookie/biscuit; available in 300g, 500g, and 600g packaging sizes for retail sale.
• Rosquinha Mabel Sabor Coco Coconut-flavored ring-shaped cookie/biscuit made with shredded coconut, wheat flour, and soybean oil; distributed via Brazilian retail.
• Rosquinha Mabel Sabor Banana e Canela Banana and cinnamon-flavored ring-shaped cookie/biscuit made with cinnamon and polidextrose; sold through Brazilian retail channels.
• Mabel Cracker Água e Sal Classic water and salt crackers made with wheat flour, soybean oil, and salt; a staple savory biscuit in the Brazilian retail assortment.
• Mabel Cream Cracker Cream crackers made with wheat flour and soybean oil; available in 300g and 600g packages for retail sale.
• Amanteigado Mabel Sabor Chocolate Butter cookie with chocolate flavor made with wheat flour, vegetable fat, cocoa, and butter; sold in Brazilian retail.
• Amanteigado Mabel Sabor Leite Butter cookie with milk flavor made with wheat flour, vegetable fat, dairy compound, and butter; sold in Brazilian retail.
• Amanteigado Mabel Sabor Coco Butter cookie with coconut flavor made with wheat flour, vegetable fat, and coconut; sold in Brazilian retail.
• Laminado Doce Mabel Sabor Chocolate Sweet layered chocolate biscuit made with wheat flour, sugar, vegetable fat, and cocoa; distributed via Brazilian retail.
• Laminado Doce Mabel Maisena Sweet layered cookie similar to maisena/starch cookies, made with wheat flour and soybean oil; sold through Brazilian retail.
• Laminado Doce Mabel Sabor Leite Sweet layered milk-flavored biscuit made with wheat flour, sugar, and soybean oil; sold in Brazilian retail.
• Recheado Mabel Sabor Chocolate Crunchy chocolate-filled biscuit with creamy chocolate filling; sold through Brazilian retail.
• Recheado Mabel Sabor Morango Crunchy strawberry-filled biscuit with creamy strawberry filling; sold through Brazilian retail.
• Cookie Mabel Original com gotas de chocolate Traditional cookie made with vanilla-flavored dough and chocolate chips, crispy in texture; sold in Brazilian retail.
• Cookie Mabel Chocolate com gotas de chocolate Chocolate-flavored cookie with chocolate chips, crispy in texture; sold in Brazilian retail.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Camil AlimentoscoreOthersCamil Alimentos is the parent company that acquired Mabel in 2022. Mabel is described as a brand that belongs to the company Camil. The acquisition brought Mabel into the Camil Alimentos portfolio of food brands.

Scale indicators2 records

Recent moves11 records

Expansion highlights4 records

Direct peers

• M. Dias Branco: Brazil's largest biscuit and pasta manufacturer, owner of brands such as Adria, Piraquê, and Vitarella. Directly comparable as a multi-brand mass-market biscuit producer with national manufacturing footprint and overlapping retail channels.
• Pandurata Alimentos (Bauducco): One of Brazil's largest biscuit manufacturers, with a portfolio spanning panettone, wafers, and cookies. Directly comparable to Mabel as a domestic mass-market biscuit brand with strong emotional positioning and nationwide retail distribution.
• Marilan: Established Brazilian biscuit and cracker manufacturer competing across cookies, crackers, and wafers in retail. Closely comparable in product mix (sweet and savory biscuits), price tier, and Brazilian retail distribution.
• Adria: Brazilian biscuit and pasta brand (part of M. Dias Branco) with strong presence in cookies, crackers, and wafers. Comparable as a multi-SKU mass-market biscuit brand with similar retail channel presence.
• Vitarella: Brazilian biscuit brand (part of M. Dias Branco) offering cookies and crackers in mass-market retail. Closely comparable as a domestic mass-market biscuit brand competing for the same shelf space and consumer basket occasions.
• Piraquê: Heritage Brazilian biscuit brand (part of M. Dias Branco) with a similar nostalgic positioning and traditional biscuit portfolio. Comparable as a domestic heritage biscuit brand targeting overlapping consumption occasions.

Broad incumbents

• Mondelez International (Brazil): Global CPG leader with major biscuits presence in Brazil via brands such as Club Social, Trakinas, and Oreo. Comparable as a much larger incumbent in the same biscuits category with deeper marketing and trade-spending capacity.
• Arcor (Brasil): Latin American confectionery and biscuits manufacturer with strong Brazilian retail presence. Comparable as a broader incumbent operating across cookies and adjacent snacks categories in the same retail channels.
• Nestlé Brasil: Global food major with a substantial biscuit and cookie portfolio in Brazil. Comparable as a broader incumbent competing in the same mass-market retail biscuit segment with vastly greater resources and brand portfolio.
• PepsiCo Brasil: Previous owner of Mabel (2011–2022) and a major biscuits/snacks competitor in Brazil. Comparable as a global incumbent with adjacent cookie and cracker offerings and significant distribution scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/grupo-mabel

Revenue estimate

Valuation estimate

Number of profiles

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 Mabel