La Newyorkina: Spanish Granola Brand Born from a New York Breakfast Blunder

The Origin Story of La Newyorkina Granola

La Newyorkina, a significant name in the Spanish granola market, was inspired by a series of small disappointments rather than grand ideas. Pelayo Pérez, the company's founder, experienced his pivotal moment one morning in New York. Encountering uninspiring coffee and pastries at his hotel, he sought alternatives. A nearby café introduced him to homemade granola for the first time—a moment that would later lead to the creation of La Newyorkina.

With a background in hospitality, Pérez had explored various ventures, from cocktail bars to rural hotels, always gravitating towards food and nutrition. This passion ultimately led him to establish La Newyorkina in Oviedo, Asturias, where he owns Per Sé, a café that transitions into a cocktail bar at night. There, a small bakery supplied him with the tools to experiment with granola.

The Birth of a Brand

In its early days, Pérez produced small batches of granola to gauge consumer response, giving most of it away. Surprisingly, many people were unfamiliar with granola, which was almost unknown in Spain at that time. This prompted him to delve deeper into the market, sampling various products and their packaging while noting that only a few, like foreign students, recognized it.

In 2016, as healthy eating started to begin a conversation in Spain, traditional breakfasts still revolved around coffee, sugary cereals, and biscuits. However, there was a growing consumer interest in options that were lower in sugar and high in fiber, setting the stage for La Newyorkina's entry into the market.

Establishing Visibility

Naming the brand La Newyorkina was a strategic choice, evoking images of city life and travel, combined with a recipe that featured oats, Asturian honey, and extra virgin olive oil. Pérez invested heavily in attractive packaging, which led consumers to perceive La Newyorkina as a larger venture than it was at the time.

Pérez's breakthrough came when he targeted Hipercor, a supermarket known for specialty products. After 92 attempts to reach the company, he finally secured a conversation with a buyer who recognized the product's potential for a food promotion titled “Sabores del Mundo” (Flavors of the World). La Newyorkina granola became a success within this promotion, gaining visibility through upscale food halls at El Corte Inglés.

Growth Amid Challenges

As the bakery expanded, Pérez rented a warehouse, hired staff, and elevated La Newyorkina into a more established business. However, the COVID-19 pandemic posed challenges, leading to a partial freeze on operations while allowing food production to continue. This paradox created an opportunity for online sales and heightened social media engagement, further amplifying consumer interest in healthier eating options.

After gaining traction in gourmet shops, La Newyorkina transitioned into mainstream supermarkets such as Carrefour and Alimerka, eventually reaching agreements with Alcampo and Family Cash in 2022. This growth prompted Pérez to invest in a larger facility to uphold the brand's authenticity and commitment to quality.

Current Success and Future Aspirations

Today, La Newyorkina employs over 30 staff members and produces three tons of granola daily, offering 13 varieties that are available in more than 20 countries. The flagship product, La Original, continues to be a bestseller, complemented by newer flavors and collaborations aimed at introducing granola to broader audiences.

La Newyorkina represents the evolution of breakfast in Spain, reflecting a growing consumer awareness of health-conscious food choices. Pelayo Pérez envisions granola not just as a special treat but as an everyday staple that enhances the breakfast experience.

Years later, Pérez returned to New York, hoping to find the café that introduced him to granola, but to no avail. Regardless of that search, his serendipitous morning in New York has turned into a thriving business with annual revenues of €3.5 million ($4 million). In the span of a decade, the term “granola” has transformed from an obscure concept to a recognized staple in Spain, thanks in large part to La Newyorkina.