In the 1960s, the company added new technology, marketing plans, and management turning "Rovira" into a household name among consumers in Puerto Rico.

[15] In the 2000s a company spinoff, Rovira Foods, Inc., was established to respond to the growing sales and distribution business in Puerto Rico.

The company had been operating from a facility one-third that size located in the Cuatro Calles sector of barrio San Antón.

This move is intended to "improve efficiency and production capacity to solidify [the company's] position as the most important cracker manufacturer in Puerto Rico.

[23] The leadership structure is as follows:[24] In 1980 Keebler Corporation sued Rovira alleging illegal used of the words "export sodas" in its labels.