A company from Valencia manufactures Mercadona mochis. They have grown to 165 million euros

Who is the company behind Mercadona’s addictive dochis? From battle ice cream to vegan mochis and plants in Cheste, if you have heard of Estiu you will have heard of a success story to be very proud of. Helados Estiu went from being the typical discreet cheap ice cream factory to a central player in the most powerful supermarket in Spain.

“Estiu” is summer and in the summer was when they moved, one from 1997, to the highway Manises-Ribarroja km 11.1. From there they sell dozens of liters of ice cream every year and now they are destroying that Trojan horse that is “dochis”, their own version of mochis with crushed cookies. Yes, I have two boxes in the freezer. The white label has known how to bet on the Japanese dessert and has been eaten, in industrial volumeto other legendary companies in the sector such as Frigo or La Lechera.

Manufacturing for the leader. Helados Estiu was born in 1983 with a clear idea of ​​producing battle ice creams, a summer campaign and always low prices. During the first decades it worked with various partners, national and European, without completely taking off. It is in 2013 when the large injection of capital begins to expand lines and improve structures: warehouses are expanded, water efficiency is improved, formats are diversified and logistics automation is implemented with Pallet Shuttle. Not for nothing was the ‘mini chocolate cookie’ a hit that ate Maxibon’s toast.

But the turning point came in 2002, when they closed their supply agreement with Mercadona and entered the circuit of “screw supplier” by Hacendado. From that turning point today come things as different as chocolates, sandwiches, frozen cakes and the coconut and mango mochis that serve as a bridge between Japan and the supermarket aisle. Can a single manufacturer really shape what a country eats? It seems so.

And they are addictive. Or that’s how their numbers explain it. In 2019 it had a turnover of around 61 million euros and sold 27.7 million liters of ice cream. In 2023 it was already at 138 million euros (+30% over 2022), 44 million liters and a average staff of 473 people51% more than the previous year. In 2024 it will reach around 150 million in turnover, 45 million liters and 8.8 million in profit. In 2025 it will reach 165 million, with more than 46 million liters sold and exceeding the 9 million in net profits.

The white label, the cat in the water. In the Spanish ice cream market, white label rules. In 2024, Kantar estimated the value share of private labels in ice cream at 68.5%, compared to names that previously seemed untouchable such as Frigo, La Lechera or Häagen-Dazs. In mass consumption, private label has gone from representing 20% ​​of the value in 2003 to touch 44% in 2024and experts see room for it to approach 70% in many categories.

And Mercadona is the epicenter of this shift, with a food distribution share that represents a third of the Spanish market, and with those Hacendado ice creams with a wide and very high rotation of styles and flavors. And its price has cost it: the plant in Cheste cost more than 31 million euros, with specific lines for mochis and vegan ice creams, and another 26 million investment is expected in three years. In exchange, of the 65 types of ice cream that Mercadona sells in Madrid, 22 are manufactured by this Valencian company. 34% of the ice cream catalog of the giant Juan Roig.

Mochi is the passport. It is true that for the average consumer, Estiu does not exist. What you see is a black cream-flavored chocolate, the mini-sandwich (so you don’t feel so guilty consuming twice as many calories as the standard format) or the coconut mochi at 2.90 euros for a box of six. Estiu entered this format eleven years ago, replicating the Japanese sweet with rice dough and filled with coconut, mango or pistachio ice cream under the Hacendado brand.

The invention worked so well that they ended up exporting it: Wao Mochi is the own brand that, in 2019, began selling in Holland, Ireland, Ukraine, Finland, Latvia, Germany and Armenia. At first it was almost an experiment, a small fraction of the business. Vawaii, its vegan ice cream brand, occupies the plant-based niche and today more than 26,000 boxes of frozen mochis are sold daily in its three main flavors, and with that surprise called Dochi Cheesecake. Although the favorite of many is still the banoffee: banana, the crunchy cookie and the dulce de leche filling.

The best of the flash remains. Growing by selling cheap, this has been its key. None of this would make sense without a very aggressive pricing policy. All their ice creams are systematically below the benchmarks of famous manufacturers, between 2 and 4 euros for complete boxes of 6 products. A frozen hook, a treat for the after-dinner meal that has built a small empire and aims to continue growing. Ironically, mochis travel from hot Spain to Finland.

Images | Summer Ice CreamFlickr (Nina Ding)

In Xataka | Fernando Sáenz, one of the best ice cream makers in the world, puts the dots over the i’s: “Mercadona has changed the palate of the Spanish people”

In Xataka | Italy has taken the “gourmetization” of ice cream to the extreme with a €95 cone. Now the country debates whether that is “idiots”