Wetaca makes the leap from online subscription to supermarket shelves. The company specialized in prepared dishes has reached an agreement with BM Supermercados to sell its recipes in 70 establishments of the chain in the Community of Madrid, thus incorporating the physical channel into a business that until now had been developed primarily through the Internet.
The alliance comes after a pilot test in eight Madrid supermarkets, in which more than 13,000 Wetaca units were sold. Following the results of this trial, the company’s dishes can now be found in the preparation section of practically the entire BM network in Madrid.
Consider retail a channel with a medium and long-term journey
Wetaca seeks to grow beyond online subscription
The movement represents a relevant change in the distribution of Wetaca. The company has built its business around a subscription model that allows you to select dishes weekly online and receive them at home. Entry into BM introduces its recipes into a different purchasing context: the consumer can find them directly during their usual visit to the supermarket and purchase them without going through the subscription model.
Wetaca will continue to develop its online business, but considers retail a channel with a medium and long-term path. “We were not actively looking, but we were open to finding an operator”explained Efrén Álvarez, Co-founder and Co-CEO of Wetaca, in statements collected by Expansion. The company was looking, according to what it says, for a partner with a similar vision regarding “product quality, proximity and freshness.”
The company closed its last financial year with a turnover of 21.5 million euros and has about 12,000 weekly customers. So far in 2026, its users have consumed more than 2.5 million dishes. Wetaca has not yet made forecasts on how much entering supermarkets can contribute to its business.
Production will continue to be carried out from Wetaca’s kitchen in Villaverde, Madrid, a 5,500 square meter facility from which it already prepares orders for its subscribers and from which it will also supply BM. “We do not believe that kitchens are going to disappear, what is disappearing is the obligation to cook. Our role is that you can have a dish that is good, well made and that you trust”says Álvarez.
The consumption of prepared dishes continues to grow
The alliance occurs at a time of transformation of habits around everyday meals. According to data from the Spanish Association of Prepared Meal Manufacturers (ASEFAPRE) shared by Wetaca, six out of ten households do not have time to cook during the week.
According to Wetaca, six out of ten households do not have time to cook during the week
Consumption also reflects this change. In 2025, each Spaniard consumed an average of 18 kilos of prepared dishes, 4.7% more than the previous year and around 40% more than a decade ago. The sector reached 4,309 million euros last year, 5% more than in 2024.
The behavior of Wetaca’s customers themselves points in the same direction. According to the company’s latest study, 45% of its subscribers already consider prepared meals their main way of solving meals. The jump to the supermarket thus allows Wetaca to participate in the growth of this category from a channel in which large distributors have been expanding their ready-to-eat food proposals for some time. For the brand it also means reducing one of the barriers of its original model: it is no longer necessary to previously know Wetaca, register or place an online order to try one of its dishes.
For BM Supermercados, owned by the Uvesco Group, the agreement expands the offer of prepared dishes at the same time that the chain continues to develop its presence in Madrid. Its activity has traditionally been concentrated in the north of Spain, but in recent years it has increased its presence in the central area through acquisitions such as those of Gigante and Hiber and new openings.
“In Madrid we continue to advance in our expansion plan and it is a great opportunity to consolidate our model. We have a demanding client who seeks quality and innovations, so Wetaca can respond to these needs perfectly”explains Laura Blanco, Assortment Manager at BM Supermercados-Grupo Uvesco.
For now, both companies are focused on consolidating the Madrid launch. However, BM does not rule out that Wetaca dishes could later reach other territories where it has a prominent presence, such as the Basque Country, Navarra, Cantabria or La Rioja.
