Mundo Healthy is a paradigmatic example of how innovation can transform a family business with more than 80 years of history, placing it at the forefront of the food industry.

The new foodtech initiative got off the ground in 2018 when the Campomayor group, based in Palas de Rei (Lugo), licensed a patent registered by the Centro Superior de Investigaciones Científicas (CSIC), under the direction of researcher Marta Miguel and the collaboration of chef Mario Sandoval. This patent delved into how to break the egg white protein (using the same technology used to make lactose-free or oat drink) to obtain new food matrices. "The main challenge in moving from the CSIC patent to the market was the transformation of a scientific discovery into a commercially viable and attractive product for consumers. This process involved multiple challenges, including optimizing the production process, ensuring the quality and safety of the product, among many other things," says Sofía Pérez Fórneas, the brand's business and growth director.

Campomayor's R&D department played a crucial role in this process. "The team worked closely with scientists from CSIC and universities and technology centers such as Ainia, Aplta (USC) or Foodtech, to adjust and perfect the technology, ensuring that the final product not only met quality standards, but was also competitive in the market. In addition to the R&D department, the marketing and business development areas were also fundamental in this process," he continues.

The incorporation of profiles with experience and qualifications in these areas made it possible to address the challenges from an integral perspective. "Forming and building the team from scratch within the company was an essential task to ensure the success of the project. The combination of a strong R&D team and an effective marketing and business development area allowed Campomayor to transform the CSIC patent into an innovative product in the market, establishing a base for future growth," he emphasizes. Thus was born Mundo Healthy and its star brand: Wovo.

Eggs, a new innovative raw material

Wovo has a range of unique products on the market, of 100% natural origin, based on egg white, which is proposed as an alternative to dairy products and the vegetable world. It is a family of lactose-free, gluten-free, fat-free and sugar-free products, but with an appearance and texture similar to milk and yogurts, which are added to the market of the healthiest and most innovative food products. They also contain proteins of high biological value and essential amino acids present in egg whites. Currently, they market drinks (original and cocoa flavor) and fermented desserts, in original, strawberry and passion fruit versions.

"The innovation led by Wovo has a significant impact for Galicia and for the food sector of our community. Firstly, it represents a breakthrough in the diversification and sophistication of the Galician food industry, positioning it as an innovative and competitive region at national and international level. In addition, the capacity to innovate from rural areas challenges the traditional perception of innovation limited to large cities," said Sofía Pérez Fórneas. "This type of project promotes the development of technical and scientific capabilities in the region, fostering collaboration between academic institutions, research centers and industry. The exchange of knowledge and cooperation between these actors are essential to maintain the dynamism and competitiveness of the Galician food sector," he continues. This innovation offers a model of how technology and research can transform traditional products and create new food categories. "This not only increases the added value of Galician products, but also opens up new market opportunities, especially in consumer segments looking for healthier, more sustainable and functional foods."

The revolution that Wovo has brought to the market and its disruptive innovation has received multiple awards. The most recent of them has been in the last edition of the Alimentaria Fair, where they have received the award for innovative startup 2024. In addition, Wovo won in 2023 the innovation award at the Gourmet Show, the first Galicia Food award for innovative product and has been recognized for its branding work in the Paraguas Awards, which have the support of the Axencia Galega de Innovación, with the award for Best Campaign.

In addition, in this 2024 they have received the Innoval Award for most innovative startup at the Alimentaria Fair (national benchmark) and have just been recognized in May as one of the 100 best ideas for innovation in our country by Actualidad Económica. In the medium term, Wovo faces several key challenges to consolidate its position in the market and continue growing. One of the main challenges is the simplification of the cost structure and supply chain, optimizing logistics and establishing solid relationships with strategic suppliers.

Another important challenge is to expand Wovo's presence in national and international markets through a solid marketing strategy adapted to the particularities of each market, as well as to establish strategic alliances with distributors and retailers. "Continuous innovation is crucial to maintain leadership in the sector, which requires constant investment in R&D and communication. Disruptive innovation, which initially attracts early adopters, must continue to evolve to appeal to the early and late majority of the market, consolidating a new product category and ensuring that Wovo continues to be perceived as a pioneering and leading brand," advances Sofía Pérez. "Building and expanding a project like Wovo requires considerable investment, from infrastructure development to the creation of an effective distribution network. The strategic bet implies investing in technologies and processes, as well as in human talent, to professionalize each area and ensure long-term success. Facing and overcoming these challenges will allow Wovo not only to consolidate its position in the market, but also to lead innovation in the food sector, contributing to the economic and technological development of Galicia".