From Cabezón de la Sal, the Cantabrian company Tu Cocina Tradicional XXI acquired the Campanal brand, restoring a name with a long-standing history in the region’s canned cuisine. Campanal was once a pioneer of canned fabada, tracing its origins back decades, and for a period it became part of the Santoña Conservas Consortium before returning to Cantabria in later years.
The new owners aim to relaunch the Campanal banner as a reference point for traditional, slow-cooked dishes. Their plan includes moving away from classic tin packaging toward glass jars to give the brand a refreshed identity. The relaunch is scheduled for late this year, with a broader market entry anticipated in early 2024 to coincide with Campanal’s centennial. The strategy will feature part of the existing product lineup alongside new additions designed to broaden the range and appeal.
Tu Cocina Tradicional marks the eighth owner in 99 years for Campanal, a lineage that has included a bankruptcy period between 1993 and 2005. The Campanal banner originated in El Llano, Gijón, when an innkeeper sparked the idea of canned fabada. The family connection traces to Marcelo Gonzalez del Rio, father and grandfather to well-known football players Campanal I and Campanal II, who also owned Campanal de Avilés refectory with his wife. These roots anchor the brand in Asturian culinary tradition and hospitality.
The new leadership comes from within the kitchen and catering sector. Juan Carlos González Gutiérrez, managing director and one of the two owners, has more than three decades of experience as a chef. His partner brings a parallel background in machinery and industry. In 2015, the duo entered the broader Cantabrian catering landscape by acquiring a catering company from the Rhin Group, a move that expanded their scope to include bread preparations, salads, and distribution of premium dairy desserts and yogurts. The transformation positioned Campanal within a diversified line of culinary solutions while preserving its artisanal heritage. [Citation: Cantabrian business press, 2023]
Even with the pandemic forcing quarterly shutdowns in 2020, the company has shown resilience and growth. Revenue rose from 600,000 euros in 2020 to 1.5 million euros by 2022, and projections point to a further 30% growth in the current year. The leadership emphasizes that the brand’s strong regional identity and deep ties to traditional recipes provide a solid foundation for expansion while staying true to its roots. The emphasis on authentic methods and familiar flavors is central to the plan for Campanal’s reinvigoration and wider distribution in the North and beyond. [Citation: Cantabrian business press, 2023]
According to Juan Carlos González, Campanal’s legacy runs through family memories and regional nostalgia. He observed that families in the area grew up with Campanal products, particularly the iconic jams and fabada, linking personal histories to the brand. This attachment informs the current strategy, which seeks to leverage the subliminal recognition of Campanal to reintroduce trusted products and introduce modern variations that can attract contemporary shoppers while honoring traditional techniques. The intent is clear: Campanal’s revival should feel both familiar and fresh, a bridge between past and present for Asturian and Cantabrian households alike. [Citation: Cantabrian business press, 2023]