BWT Alpine F1 Team is delighted to announce a multi-year partnership with Mexican confectionary firm Canel’s. Building on a relationship that started over seven years ago, Canel’s will remain a loyal Confectionary Partner for the forthcoming seasons.
Click here to subscribe to our print edition!
Otmar Szafnauer, Team Principal, BWT Alpine F1 Team:
It’s rewarding when a long-standing partner like Canel’s confirms their loyalty with renewed energy. We look forward to continuing our association with a brand that brings flavour and joy to our team.
Canel’s spokesperson added:
Our family business has a long history of involvement in sports, and we understood the potential of a Formula 1 partnership as soon as Grand Prix racing returned to Mexico City in 2015. Our association with BWT Alpine F1 Team began the following year and has continued to bring to our company significant brand equity. We are delighted to confirm our commitment to a multi-year plan and continue this journey of shared values and passion.
Canel’s is a diverse, privately held Mexican enterprise which has grown from a confectionery business. Established in 1925, San Luis Potosí, today Canel’s operates across confectionary, real estate, hotel and storage. The confectionery business remains central within the group, with the confectionary division’s main product line being chewing gum. It also manufactures 150 products, including soft and hard candies, fruit chews, milk caramel chews, toffees, lollipops, jelly beans and more. The manufacturing site comprises more than 100,000m squared, from where Canel’s distributes its products to North and South American markets and 30 more countries worldwide.
In addition to building successful Mexican and US markets, the company have expanded product distribution to more than 25 countries worldwide, including Guatemala, Israel, Germany, Colombia, Spain, United Arab Emirates, Australia, New Zealand, and Mongolia, among others.
The company also sponsors a professional cycling team called Canel’s–Specialized and a regional sponsor for Renault Sport Team. It also sponsors Liga MX side Atlético San Luis.