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With modest origins in the interior of São Paulo, the snack manufacturer grows 30% per year, produces 700 tons per month, and prepares to double production and dominate the national market
The snacks market in Brazil is still an expanding territory, but Milho de Ouro, a family brand born over three decades ago, has been transforming this scenario. Although the national per capita consumption is only 1.8 kilos per year — equivalent to three packages per month —, the number is small compared to 4.5 kilos in Mexico and the global average above 5 kilos, according to data from the Brazilian Packaging Association (Abre).
This difference represents a billion-dollar opportunity for local manufacturers who dare to challenge the multinational giants.
It was in this context that Milho de Ouro was born, in 1992, from an unlikely decision. Darlene Rodrigues, a social worker by training, decided to swap the threads and fabrics of her former clothing business in Amparo, in the interior of São Paulo, for corn and vegetable oil. The first machinery purchased by the family produced only 80 kilos of snacks per hour, but it was the starting point for a trajectory that today symbolizes one of the greatest success stories in the Brazilian food industry.
From 80 kilos to 700 tons: the production leap and professionalization
After 12 years outsourcing production, Milho de Ouro decided to take full control of the operation, launching its own snack brand, Lobits, in 2009. The change marked the beginning of a process of professionalization and logistical expansion, with the strengthening of distribution and administrative management.
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Today, Milho de Ouro manufactures more than 700 tons of snacks per month, with installed capacity to double the volume to 1,400 tons in its two factories located in Embu das Artes, in Greater São Paulo. The goal is ambitious: to earn R$ 130 million by the end of 2025, representing a growth of 30% compared to the previous year, and to reach between R$ 180 million and R$ 200 million by 2026.
According to a report by Exame, this advancement is directly linked to investments in technology and management. In recent years, the company implemented the SAP system, the CRM Salesforce, and achieved international quality certifications — pillars that support the new phase of the operation.
Additionally, Milho de Ouro is betting on tastings in a thousand points of sale by 2025, reinforcing its presence on the shelves and expanding the brand’s reach.
Sustainable growth, family culture, and a look to the future
Even with accelerated expansion, Milho de Ouro maintains the family essence that made it a reference in the sector. Under the leadership of founder and CEO Darlene Rodrigues and her children Pedro, Isabela, and Ricardo, the management prioritizes not only growth but also the well-being of employees.
Currently, there are 230 employees who participate in training programs and psychological support, initiatives that strengthen the organizational culture and directly reflect in increased productivity.
With more than 20,000 points of sale throughout Brazil, Milho de Ouro stands out mainly in São Paulo and is advancing to Rio de Janeiro and other regions of the Southeast. According to Scanntech, the company grows 16.7% per year in the South and Southeast regions — more than double the market average of 7.8%.
Lobits already occupies the second position in corn snacks in smaller packages in Greater São Paulo, consolidating the brand’s presence in the heart of the national retail market.
The challenge of warning labels and the bet on healthy eating
Facing multinationals is just part of Milho de Ouro’s challenge. The company is also adapting to new Anvisa regulations, which require nutritional warning labels — known as black labels — on products with excess sodium and fat.
To avoid these classifications, the company is reducing sodium and oil content in various lines and developing snacks with sunflower oil and organic corn, anticipating healthy consumption trends.
Milho de Ouro already outsources products for brands in the healthy sector, such as Mãe Terra, and is preparing to launch its own line of natural products. The goal is to cater to consumers seeking more balanced alternatives, without sacrificing the flavor and affordable price that drive the category’s growth.
For the coming years, the company projects new Lobits flavors, family-sized 200-gram packages, and promotional actions linked to the World Cup, connecting the brand to the public’s emotions.
According to Pedro Rodrigues, commercial director, the strategy is clear: “Lobits is a 100% Brazilian brand, with local production and nearby suppliers. This reduces costs, maintains quality, and allows us to respond quickly to retail changes.”
Family packages gain strength and boost Lobits’ leadership in São Paulo
After the success of the onion, cream cheese, ham, and barbecue versions, the manufacturer also started offering cheese-flavored corn snacks and wavy chips in original and salsa and onion flavors. The proposal is to cater to moments of togetherness among friends and family, especially during sports broadcasts and home gatherings.
“Snacks are now very present in shared occasions. In gatherings with friends, family meetings, or during soccer games, consumption ends up being collective. The 200-gram package is precisely for this type of moment,” says Pedro Rodrigues, commercial director of Milho de Ouro.
According to data from Scanntech, a company specialized in market intelligence for retail, the strategy is already starting to generate significant results. In February 2025, Lobits occupied the fifth position in the ranking of extruded snacks between 180 and 220 grams in the Metropolitan Region of São Paulo. A year later, in February 2026, the brand took the lead in the segment, surpassing competitors like Fritop, AmaVita, and Cebolitos.
The movement follows a trend already consolidated in more mature markets, such as the United States, where packages known as family size and party size dominate a significant part of the snack retail market. For Milho de Ouro, the Brazilian scenario still offers ample room for expansion.
Data from the Brazilian Packaging Association (Abre) shows that the annual consumption of snacks in Brazil is only 1.8 kilograms per capita — about three packages per month — while markets like Mexico record consumption of 4.5 kilograms per inhabitant, and the global average exceeds 5 kilograms.
“These numbers show the potential that the Brazilian market still has to grow,” says Rodrigues.
Currently, Milho de Ouro produces more than 700 tons of snacks per month, with a portfolio that includes corn, wheat, potato, and popcorn-based products. The company has an installed capacity to reach 1,400 tons monthly and is already present in more than 20,000 points of sale across the country.
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