History - multi-brand group: Dulcesol, BePlus and Hnos Juan

Great things sometimes come from humble beginnings...

1952

1952

In the 1950s, our grandfather, who was a baker, opened his own bakery in Villalonga. It was a family business that supplied bread to the entire neighbourhood.

1964

The years went by, and times became tough for the small business because by now there were numerous bakeries selling bread in the area. It was at this time that our grandmother Victoria decided it was time to innovate and to make other products as well. So, they started to make palmiers, sponge cakes, buns... which were sold alongside the bread. However, the real revolution came in the mid-1970s when they created the now-famous ‘Glorias’, unique little square muffins that tasted simply ‘glorious’.

1969

The popularity and demand for cakes and pastries grew quickly, and so the business opened its first factory. Like the original bakery, it was set up in Villalonga and currently employs close to 800 people.

1976

The factory allowed production to grow at a tremendous rate, delivering products to numerous cities across the country. The Dulcesol brand, which highlighted the sweetness (‘dulce’) of their products and the sunshine (‘sol’) of the area where they lived, was gradually becoming a household name to thousands of Spanish families.

1978

Victoria’s dedication, vision, and expertise, together with the hard work and commitment of the workers, allowed the company to continue to grow and gain in popularity. In the late 1970s, a second factory opened, this time in Gandia. The Gandia factory is now the company’s central headquarters.

1984

Victoria was always seeking the highest quality in her products and always used the finest ingredients. Because eggs are a very sensitive ingredient that is difficult to analyse, she decided to open up her own egg production facility to ensure the quality of the eggs used was first rate. We currently have a farm with more than 500,000 hens.

1993

One of her dreams was to see their products become a household name for families all around the world. And so, in the mid-1990s, the company began exporting to Portugal for the first time.

1997

Always striving for excellence, at the end of the '90s, the company received its first quality assurance certificate, ISO 9000.

In the following years, it was awarded seven international quality and environmental certificates.

2002

Then another challenge arrived: ‘How can we improve and become more competitive?’ Innovation and the drive to improve are a part of our roots. Thus, we started to develop our own packaging, becoming a shareholder in Ducplast.

2006

We always kept our origins as bakery in mind as it is something we have always treasured. And so, 50 years on, we once again started making bread under the brand Dulcesol Buen Pan. We currently make more than 20 different types of bread: sliced bread, rustic bread, burger buns, toasted bread, and the new speciality breads (flax, quinoa, organic, and spelt) awarded the Flavour of the Year Prize in 2019.

2007

In 2007, some major changes were made to the company. Victoria stepped down to make way for the second generation, appointing her son, Rafael Juan, the new CEO. As a family run business, it was a smooth transition, and we have always shared and followed the same values.

That same year, we began manufacturing fried pastries, including our star product, ‘Soles’.

2009

In 2009, a few years after the transition, some very important decisions were made, creating the strategic plan that would set the course for the company over the coming years. Our major focus became internationalisation and diversification.

Since these objectives were set, many new markets have opened up for us.

2011

Chocolate and hazelnut spreads.

2013

Baby food range.

2014

We opened our first manufacturing plant outside of Spain, in Algeria. There our products have proved very popular and today our Dulcesol brand is market leader in the pastries and cakes sector.

2015

We launched our premium range for the most demanding palates: ‘Dulcesol Black’. That same year, we embarked on the project to create the Hermanos Juan brand, which encompasses more than 50 refrigerated products. This project was finally launched in 2017.

2017

In recent years, eating habits have been changing, and we are aware of this. Accordingly, at the end of 2017 and start of 2018 we launched our new healthy Be Plus range.

2018

Focusing on future generations and their diet, we created CINS, a centre for innovation, nutrition and health whose mission is to promote the well-being of consumers and employees by means of our Health strategy.

2019

Today our grandmother feels that she is indebted to all of us, that all the success achieved has been due to the great people who have worked with her day after day. And she also regrets that, because she was so dedicated to the company, she has not been able to give her family all the time they deserved. But, in reality, we are the ones who will be eternally grateful for having had the opportunity to work with her.

As a tribute to our origins, to her energy and the values she passed on to us, because of her passion and her vision for the future, because of her, we are VickyFoods.

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Vicky Foods
Avinguda d’Alacant, 134
46702, Gandia, Valencia
(Spain)

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Dulcesol
Be Plus
Hnos. Juan

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HistoryTravel through time ...

Great things sometimes come from humble beginnings...

History
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