The Top of Mind 2025 study, conducted by Estrategia & Negocios magazine in partnership with Kantar Mercaplan, has once again confirmed the strong positioning of CMI Foods brands part of CMI, Corporación Multi Inversiones, in the minds of consumers. In both Guatemala and El Salvador, brands such as Pollo Rey, Pollo Indio, Toledo, Pasta INA, Pasta Fama, Gold Medal, and Pollo Campero were recognized for their consistent presence, quality, and customer connection.
This annual ranking is based on unaided brand recall and highlights the impact of brands that have become part of daily life in millions of households. CMI Foods’ performance in the study reaffirms its commitment to innovation, consistency, and attentiveness to consumer needs.
Leading Brands in Guatemala and El Salvador
CMI brands stand out across multiple categories in the study, recognized for their legacy, reliability, and deep-rooted presence. Key results include:
- Pollo Rey: Leader in the Raw Chicken category with 68% of mentions. Recognized as Super TOM (Top of Mind), 7-Year TOM, and Marketing Protagonist.
- Pasta INA: Achieved 72% recall in the Pasta category, ranking as the top brand. Also recognized in the Grand TOM, 7-Year TOM, and Regional Brand categories.
- Toledo: Received 43% brand recall in its category and ranked in the Advance TOM segment. Has been part of the study for seven consecutive years.
- Gold Medal: Earned 36% of mentions, solidifying its position as a benchmark wheat flour brand.
- Pollo Campero: Named an Emblematic Brand of Guatemala due to its strong cultural and emotional connection with consumers.
In El Salvador:
- Pollo Indio: Recognized in the Raw Chicken category under 7-Year TOM, Grand TOM, and Marketing Protagonist.
- Pasta Fama: Ranked second in the Pasta category with 29% recall, just behind Pasta INA at 32%.
These results reflect a clear and sustained brand strategy focused on quality and consumer closeness.
Strategic Leadership with a Regional Vision
The top-tier performance of these brands in the 2025 Top of Mind ranking is backed by a business vision that understands the importance of building long-term relationships with consumers. Under the leadership of Juan José Gutiérrez Mayorga, Chairman of CMI Foods and Chairman of the Board at Del Real Foods, the corporation has developed a product offering that responds to real needs with accessible, reliable, and familiar solutions. His leadership has been key in maintaining the relevance of CMI brands in a highly competitive market.
The recognition of CMI brands in the 2025 Top of Mind ranking for Guatemala and El Salvador reaffirms the deep connection the corporation has built with its consumers over time. Through a strategic focus on quality, innovation, and proximity, CMI Foods continues to position its brands as leaders in their categories.