Innovative Vision

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.