FUD is a Sigma Alimentos brand that was set up in 1954. For more than sixty years it has striven to provide top quality products, with the guarantee that the dishes created with the FUD products will always have the best taste. Also, the company has remained at the forefront of trends in order to always remain active in the minds and hearts of consumers. That is why over this period the brand has extended its range of products to include cold meats, cheeses and ready meals. The brand is currently present in all of Mexico, the United States, Costa Rica, Guatemala, El Salvador, Honduras, Nicaragua and the Dominican Republic.
At the beginning of February 2016 the company signed and publicly presented its agreement with Real Madrid CF in Mexico City, to become the cub's Official Sponsor in Mexico over the next two years. The event was attended the Club's Director of Institutional Reglations, Emilio Butragueño, who emphasised that "it is a pleasure for Real Madrid to announce this partnership. I hope that very soon we will return to announce the extension of this agreement". The agreement involves exclusive sponsorship rights for prepackaged meals, cheeses and cold meats, and the right to link Real Madrid's image to practically all of FUD's products.