Viru brings Spanish tapas to American dining tables

Bold global flavors are capturing the attention and tastebuds, of U.S. consumers more now than ever, with more than 60% willing to explore new international cuisines. At the same time, they crave convenience, premium natural ingredients and minimally processed options.

Authentic Spanish tapas stand out in today’s market, meeting consumer preferences for nutritious, flavorful options. But more than that — tapas offer something unique: the ability to create a social experience. At a time when nearly one in four people report feeling lonely, tapas leans on a centuries-old tradition of creating meaningful moments over shared plates.

In this article, we’ll share three ways you can win over consumers by offering a vibrant Spanish dining experience around simple, flavorful snacks that celebrate food, culture and connection.

Authentic origins and ingredients

Gathering with family and friends to nibble on tapas — small bites of patatas bravas, Spanish tortilla (an omelet-like dish), cured ham, cheese, olives, stuffed peppers and croquettes — is woven into the fabric of Spanish culture. Croquettes, crispy balls or logs filled with meat or vegetables, are an essential part of any tapas menu. 

Today, the popularity of croquettes extends far beyond Spain thanks to a growing interest in genuine ethnic flavors that are also nutritious and convenient.

Viru uses only authentic Spanish ingredients to celebrate the rituals of gathering around the table to enjoy “grandma’s recipes.” A Peru-based company with its European headquarters in Spain, Viru leverages both countries’ rich agricultural heritage and natural resources to create premium products that exceed consumer expectations.

“Our European headquarters in Spain place us at the heart of the tapas tradition. This local expertise, strengthened by strategic acquisitions of two Spanish food companies, uniquely positions us to bring Tapas de España to American consumers with both authenticity and credibility,” said Alessio Nicolini, General Manager of Viru Iberica. Those attending Natural Expo West in early 2025 will be able to experience and taste Viru’s Tapas de España at a dedicated stand.

Traditional production methods meet today’s convenience and cooking preferences

As consumers become more conscious of what they eat, they seek out products made from simple, high-quality ingredients. Viru’s croquettes match these changing consumer tastes by using authentic Spanish natural ingredients like Manchego cheese, Piquillo peppers and Iberian ham. 

Their newly reformulated croquettes perfectly pair with the growing use of healthier cooking methods, as opposed to the traditionally deep-fried variations​​. Consumers are increasingly turning to air fryers, which use up to 85% less oil and reduce calorie and fat content by 70%, as a healthier alternative that still provides the familiar crispy texture.

Viru’s expertly crafted products, including stuffed panko croquettes featuring indulgent flavors like mushrooms and truffle and a blend of Cabrales, Gorgonzola and Manchego cheeses, are meeting U.S. consumer interests for exploring international cuisine. Natural Products Expo West named Viru’s newly introduced tempura-stuffed piquillo peppers a NEXTY Award Finalist for their innovation and quality.  

“At Viru, we combine tradition and innovation to meet the demands of today’s consumers. We’re reinventing traditional Spanish tapas to align with modern tastes and healthy eating trends,” said Lorenzo Nettis, Global CMO of Viru.

For food distributors, Viru’s tapas offerings provide an opportunity to introduce ready-to-eat or easy-to-prepare appetizers or snacks that maintain the heart and soul of a culture’s cuisine while meeting consumer expectations for convenience, quality and nutrition.

Tapas foster togetherness

In Spain, meals are more than just sustenance — they are social occasions, a time to gather, converse and celebrate the everyday over shared plates. 

In an increasingly fast-paced world, where digital interactions often replace face-to-face connections, tapas’ communal, convivial nature offers a refreshing way to slow down and enjoy meaningful moments. 

“Tapas represent more than just food—they are an experience. Our products allow consumers to bring that vibrant, social dining culture into their own homes,” said Nettis.

Tapas are a versatile product offering that food distributors can market to consumers to elevate in-home gatherings such as live TV watch parties, barbeques and holiday celebrations, blending Spanish tradition with American pastimes.

Learn more about Viru’s Tapas de España at virugroup.com.