Maizena

Maizena is one of the most recognized kitchen staple brands in Argentina and across Latin America, with origins dating back to 1856. Now part of Unilever, the brand specializes in corn starch, flan mixes, pudding mixes, and dessert preparations. Maizena corn starch is a fundamental ingredient in Argentine baking, used in everything from alfajores to cakes and sauces. The brand name has become so ubiquitous that it is often used as a generic term for corn starch itself in many Spanish-speaking countries.

Maizena traces its history to 1856, making it one of the oldest food brands still active in the Latin American market. The brand became part of the Unilever portfolio and has leveraged the multinational's distribution and marketing capabilities to maintain dominant market positions across the region. In Argentina, Maizena is a pantry essential found in virtually every household. The brand's corn starch is the backbone of countless traditional Argentine recipes, from the delicate corn starch cookies that sandwich dulce de leche in alfajores de maicena to thickening agents for sauces and stews. Beyond plain corn starch, Maizena has expanded its product line to include ready-made flan mixes, pudding preparations, and other dessert products that simplify home cooking. The brand benefits from exceptional consumer recognition and loyalty built over more than a century and a half of continuous market presence.