Iconic Canary Islands Brand Celgán Sparks Social Media Frenzy Ahead of Potential Relaunch

The potential return of the Celgán brand to the Canary Islands has moved beyond simple business news, becoming a genuine social media phenomenon. The company’s official Instagram account has already attracted over 18,000 followers, proving that the brand still holds a special place in the hearts of locals. To thank its supporters, the firm is hosting a giveaway for ten commemorative items, opting for a modern digital approach rather than traditional promotional methods.

This is the first public move since businessman Agustín Adasat Rodríguez Domínguez acquired the brand’s assets. Finalized in October 2025 during the bankruptcy proceedings of José Sánchez Peñate, the deal secured the rights to the brand name, its national and European trademarks, and its original product designs. Rodríguez Domínguez, who has family ties to the brand’s former production plants, is leading the project under the slogan "It’s worth a try," though plans for production and new facilities are still being finalized.

Celgán has deep roots in the region, having started in 1962 as Central Lechera de Tenerife before rebranding in the late 1980s. It was a staple of local households for decades until the collapse of the Sánchez Peñate group in 2021 forced it to shut down. Now, with new management, there is significant excitement about the possible return of iconic products like their milkshakes, custard, and signature milk-and-cinnamon yogurt. The challenge ahead for the company will be turning this wave of digital support into a successful, working business.