Novamex, headquartered in El Paso, Texas, is a leading importer, marketer, and distributor of premium Mexican food and beverage brands across the United States and international markets. Established in 1986, Novamex is most recognized for its iconic Jarritos soft drinks, but its extensive brand portfolio now spans beverages, pantry staples, desserts, and natural wellness products. The company plays a pivotal role in bringing authentic Latin American flavors to mainstream North American retail and foodservice channels.
Core Business and Brand Portfolio
Novamex manages a robust product portfolio comprising some of the most beloved Mexican-origin brands, offering both traditional appeal and crossover consumer appeal in the multicultural beverage and grocery categories.
Beverage Brands:
- Jarritos: The flagship soft drink brand with over a dozen fruit-forward flavors such as Mandarin, Lime, Tamarind, Pineapple, and Guava.
- Sidral Mundet: Premium apple-flavored carbonated beverage made from natural apple juice.
- Sangría Señorial: A non-alcoholic sangria drink, popular for its wine-inspired flavor.
- Mineragua: Sparkling mineral water with high carbonation and zero calories.
- Tepachito: Pineapple cider drink, fermented and sweetened for a tangy, tropical flavor.
- C2O Coconut Water: All-natural coconut water sourced from young green coconuts.
Food Products:
- Chocolate Ibarra: Mexican chocolate for traditional beverages and cooking.
- D’Gari: Leading dessert mix brand for gelatins, flans, and puddings.
- Cielito: Authentic Mexican seasoning blends and spice mixes.
- Granvita: A line of granola cereals and wellness-focused breakfast products.
These brands collectively address the rising demand for culturally authentic products that blend tradition, taste, and health-conscious appeal.
Distribution and Market Reach
Novamex products are available in over 100,000 retail locations across the U.S., including major national grocery chains, independent Latin markets, and foodservice providers. The company has also expanded into Canada, Europe, and parts of Latin America, with targeted marketing campaigns and trade partnerships.
Key distribution highlights include:
- Walmart, Kroger, H-E-B, Safeway, and Publix as primary retail partners.
- Strong presence in convenience stores and Hispanic-focused retail chains.
- E-commerce channels via Amazon, MexGrocer.com, and brand-owned platforms.
Jarritos alone sells over 2 million cases annually in the U.S., making it the #1 Mexican soft drink brand in the American market, according to SPINS and Nielsen data.
Growth and Strategic Performance
Novamex has seen steady double-digit growth over the past decade, driven by:
- The mainstreaming of Latin American cuisine and beverages
- Growing multicultural population demographics
- Increased interest in nostalgic and artisanal international products
From 2020 to 2023:
- Revenue grew at a CAGR of 14%
- The Jarritos brand expanded into 5 new international markets
- Novamex invested in cold-fill production facilities and eco-packaging technologies
The company’s sustained investment in marketing, innovation, and distribution logistics enables it to remain competitive amid a crowded beverage market.
Brand Strength and Cultural Positioning
- Jarritos is widely recognized for its vibrant branding, glass bottle packaging, and unique flavor variety. It enjoys strong loyalty among both Hispanic and general-market consumers.
- Sangría Señorial holds over 60% market share in the U.S. non-alcoholic sangria segment.
- Mineragua is gaining momentum as a clean-label sparkling water alternative to soda, favored in mixology and health-focused beverage categories.
Novamex regularly collaborates with cultural ambassadors, content creators, and chefs to reinforce its identity as a guardian of authentic Mexican taste.
Leadership and Corporate Structure
The company is privately held, and its executive leadership includes industry veterans in beverage distribution, multicultural marketing, and supply chain operations. Luis Fernandez, a key executive at Novamex, leads strategic consumer engagement and category innovation initiatives.
Manufacturing and Quality Assurance
While Novamex operates as an importer and marketer, its manufacturing partners in Mexico adhere to:
- ISO 9001 and HACCP certifications
- USDA and FDA import compliance standards
- Sustainable water sourcing and energy efficiency practices
The company prioritizes non-GMO ingredients, real sugar formulations, and traditional recipes, particularly in its Jarritos and D’Gari product lines.
Digital Engagement and Advertising
Novamex and its brands are highly active across digital platforms:
- YouTube Channel (@novamexcorporate5652): Brand storytelling, commercials, and recipes
- Instagram (@jarritos): Over 150,000 followers with strong engagement in lifestyle, food pairing, and pop culture campaigns
- Facebook and TikTok collaborations with Latinx influencers and chefs
Marketing highlights include:
- Sponsorships of Latin music tours and film festivals
- Custom content with Chef Aarón Sánchez and Lucha Libre promotions
- Co-branded product launches with limited-edition flavors
Awards and Industry Recognition
- Jarritos – Best Nostalgic Brand (2022) – BevNet Awards
- Sangría Señorial – Gold Medal for Flavor Profile – LA Beverage Expo
- Top 100 Hispanic-Owned Businesses in the U.S. – Hispanic Business Magazine
Sustainability and CSR Initiatives
- Transitioned to recyclable PET bottles and glass packaging
- Engaged in school meal and hydration programs in underserved communities
- Supports Latin American agave, fruit, and cacao co-operatives
Future Growth Plans
- Launching functional beverage lines using natural ingredients like tamarind and hibiscus
- Expanding footprint in natural/organic channels and Latin America retail
- Developing a heritage content hub to archive and promote Mexican culinary traditions globally
With its dynamic brand portfolio, cross-cultural market knowledge, and commitment to quality, Novamex continues to shape the future of Latin flavor innovation in the North American beverage and food landscape.
