La Newyorkina was born in 2016 from a trip to New York and from a category that practically did not exist in Spain. Unlike many food brands that outsource production, La Newyorkina's granolas are made in their own workshops in Oviedo, with a team of 36 people. In a sector where almost everything is presented as a whim or as a product for athletes, Pérez chose another path: a simple product, designed for normal people, with a brand identity developed from day one. "The image is the first thing people see," explains the founder.
Convincing supermarkets was the hardest part: first, they had to create demand through hotels and franchises, and wait for supermarkets to open their shelves. The biggest challenge in scaling was not the product but the cash flow: when a company grows quickly, banks rarely keep up. But Pérez is proud to have grown coherently: "We have not contributed to polarizing the food world. We wanted to be a more genuine brand, more natural, more for normal people."
