Functional foodstuffs,with additional health benefits, beyond their nutritional properties, are a response to the demands of a society that is increasingly concerned about diet. At first the focus was on dairy products and juices, and then vegetable drinks quickly became popular in Europe, especially soya because of its beneficial properties.

This is why Grupo Leche Pascual created the functional product range ViveSoy in 2003. It consists of soya drinks, milkshakes, soya juices, soya cereals and cereal bars. Only a year later, the consumption of soya drinks in Spain grew by 82% and had a market share of 66%; the ViveSoy soya drinks and juices accounted for 100% of this market.

The ViveSoy brand is endorsed by the attributes of the Pascual global brand, such as quality, health, security and leadership.

In addition, the company is faithful to the principles of its founder, Tomás Pascual Sanz, and started up an agronomic R&D and innovation project, in collaboration with the Agricultural-Technological Institute of Castilla y León, to introduce soya crops in the Duero river basin.

Today ViveSoy is renowned throughout Europe. ESADE Business School awarded the “Creation of New Brands” prize to the ViveSoy soya product range.