Iconic Canary Islands Brand Celgán Set for Market Revival

The Canary Islands’ food industry is seeing a revival of a local favorite: the iconic Celgán brand is set to return to the market. Tenerife businessman Agustín Adasat Rodríguez Domínguez has officially acquired the brand’s commercial rights, ending years of uncertainty after the company disappeared from store shelves.

The deal, which followed two years of negotiations during the bankruptcy proceedings of the former parent company, José Sánchez Peñate, gives the new owner full control over the brand’s name, logo, packaging, and distribution rights across Spain and the European Union. However, the purchase does not include the original factories or equipment, meaning the new team must build a fresh manufacturing model from the ground up.

For Rodríguez Domínguez, the project is personal. His family has deep ties to the company’s history, having worked at its original facilities in Tío Pino and Los Baldíos. This connection drove him to navigate the complex legal process to save a brand that first launched in 1962 as a farmers' cooperative. Known then as Central Lechera de Tenerife, it became a household name before the company ceased operations in 2021 due to financial struggles.

The news has already generated significant buzz online. The launch of new social media channels has shown that many locals still fondly remember classic Celgán products, such as its cinnamon-flavored liquid yogurt and custard. While there is no official date for when the products will return to stores, the enthusiastic public response highlights the enduring value of a brand with such strong local roots.

This revival reflects a growing trend of rescuing historic brands that hold sentimental value. The challenge ahead for the new owners is not just managing the brand’s identity, but successfully navigating the logistics and production needed to bring a long-time staple back to the homes and schools of the Canary Islands.