Guarina

Guarina has a top-of-mind awareness of 85% in the Dominican Republic and offers a broad portfolio of leading sweet and savory biscuits. It holds over 50% of the salted biscuit market, more than 80% of the sweet crackers market, and 85% of the wafer market.

Market

The biscuit market in the Dominican Republic has maintained steady growth in recent years, driven by significant innovations from brands like Guarina. For decades, Guarina has remained a deeply rooted Dominican brand with a strong tradition, becoming Molinos Modernos’ most international brand due to its presence in countries with a high concentration of Dominicans seeking to feel closer to their island through their favorite products.

Guarina brand plays a key role in the market, holding over 50% share in salted biscuits, more than 80% in sweet crackers, and 85% in wafers. It also has a presence in other markets, including the United States, Canada, the French Islands (Martinique and Guadeloupe), Spain, Haiti, and more.

Guarina’s promise is to deliver quality, freshness, and versatility when it comes to snacking.

History

Guarina brand was founded in 1968 alongside the Mabrano & Co. biscuit factory, a company that acquired the Nabisco Tamara biscuit plant and was owned by the Malla and Lubrano families.

This company established the Guarina brand, producing and marketing both sweet and savory biscuits. Initially, they manufactured Saladitas, Picnic, María, Coco, Leche, and Sándwich biscuits. Later, they introduced Wafers, Mantecados, and Conos.

Since the 1980s, commercial relations were established with the Haitian and French Islands markets, and by the 1990s, trade relations were initiated with the United States.

All communication and branding efforts for Guarina since its inception were closely linked to the Hatuey brand, as both were created by Mabrano & Co. For several years, their messaging carried the slogan: “Hatuey, Guarina, and You – a Tasty Triangle.”

By 1998, the Guarina brand underwent a major image revamp, with redesigned packaging, logo, and communication. This effort successfully strengthened the brand’s image and personality.

In 2003, the logo and packaging of Wafers and Sándwich biscuits were refreshed and modernized.

In 2005, two new products were introduced: Wafers Chocolate and Jungla Biscuits. By the end of 2005 and into 2006, the brand embarked on a rejuvenation and repositioning process, initiating more innovative and modern activities.

In early 2010, the brand relaunched its Guarina Saladitas product with a new metallic packaging, supported by an integrated communication campaign.

By 2015, Guarina Leche biscuits refreshed their image and switched to metallic packaging. Additionally, a special edition package was introduced for the Lenten season, inspired by “habichuelas con dulce,” a famous Dominican dessert that features Guarina Leche biscuits as one of its favorite ingredients.

Product

The Guarina brand offers a portfolio of both savory and sweet biscuits:

  • Savory Biscuits: Guarina Saladitas, Guarina Club Max, and Guarina Picnic
  • Sweet Biscuits: Guarina Leche, Guarina Jungla, Guarina Wafer, Guarina Sandwich, and Guarina Coco.

Innovations

With the most significant innovation in the savory biscuit market in recent years, Guarina redefined the Club segment with the launch of Guarina CLUB MAX in 2014. This product, a major success for consumers in both formula and packaging, achieved over 50% market share within just one year and continues to grow rapidly.

Brand Value

The Guarina brand is a traditional brand with over 45 years in the market, with its products being part of Dominican culture, accompanying different generations as they grow.

Guarina is an icon of Dominican identity, offering a portfolio of highly recognized biscuits both nationally and internationally, enjoying strong acceptance and respect in the various markets where they are sold.

Guarina is a key brand for the Molinos Modernos corporation, which is committed to keeping it aligned with trends, ensuring continuous innovation, and, most importantly, maintaining its leadership position as it has over the years.

The Brand in Numbers

Guarina has a top-of-mind awareness of 85% and is the only local biscuit brand with a broad portfolio of market-leading sweet and savory biscuits in each of its categories. It holds over 50% market share in the salted biscuit category, more than 80% in the sweet crackers category, and 85% in the wafers category.

The Guarina Leche biscuit is a key ingredient in the traditional Dominican dessert “Las Habichuelas con Dulce,” which is consumed during Lent. For this reason, the biscuit features a cross symbol in the center. As a tradition, the brand launches seasonal campaigns each year, accompanying Dominicans in this cultural celebration.

Learn More

Discover more about Guarina on its website and social media.