Yesterday, a celebration took place in Murcia to mark the 15th anniversary of smöoy, a company known for its innovation in the production and marketing of frozen yogurt. This event brought together employees, franchisees, and collaborators to commemorate a milestone that reflects the company’s continuous growth since its founding in June 2010 by siblings Nuria, Mª Elena, Almudena, and Javier Martínez Sirvent. Since its beginnings, smöoy has reached over 80 establishments worldwide.
smöoy’s journey began with a turnover of 6 million euros in its first year and has since experienced sustained growth. In 2024, the company reported a 9.1% increase compared to the previous year, demonstrating the growing interest of the public in its healthy products. This trend has been boosted by the recent introduction of smöoy +PROTEIN, a frozen yogurt containing 20% protein, and no fat or gluten, meeting the market demand for nutritious options.
smöoy’s strategy is based on innovation and diversification of its business model. The company has adapted different versions of its offer, from small points of sale to larger venues that combine frozen yogurt with artisan ice creams. This approach has allowed smöoy to establish partnerships with major retailers like Alcampo and Aldi, making its products more accessible to a wider audience.
In terms of sustainability, smöoy has implemented notable initiatives to minimize its environmental footprint. The installation of 165 solar panels at its Murcia plant has generated around 176,000 kWh annually, resulting in a 50% saving on its electricity bill and a reduction of 64.5 tons of CO₂ per year. Additionally, the company has eliminated the use of single-use plastics in its packaging and organizes plastic collection days on beaches, collaborating with various organizations in support of environmental conservation and social inclusion.
The female leadership of the Martínez Sirvent sisters has been crucial to the success of smöoy, which has received multiple accolades throughout its journey. From being named the best service company by the Chamber of Commerce of Murcia in 2013, to being nominated for the Emprendedor XXI award in 2014, the brand has established itself as a reference in the sector. Its products also hold the IFS Food certification and HALAL certificate, endorsing its commitment to quality.
With expansion plans that include agreements in Malaysia and India, as well as a renewed focus on regions like Andalucía and Madrid, smöoy positions itself as a company in continuous growth, determined to consolidate its place in the international market while maintaining its commitment to quality and sustainability.
Source: MiMub in Spanish