Novamex

Name

Novamex

Legal name

Tipp Distributors, Inc.

Website

https://novamex.com

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

501–1,000 employees

Ownership category

akta.pro rank

Product category

Hispanic Food and Beverage Distribution

NAICS

Beverage and Tobacco Product Manufacturing (312)

SIC

Food And Kindred Products (2000), Beverages (2080), Bottled & Canned Soft Drinks & Carbonated Waters (2086)

akta.pro primary industry

International Specialty Ingredients & Import Markets (CRAHAFAL)

akta.pro secondary industry

Ethnic Beverages Wholesale (Specialty/Import) (AFAIAIAG)

Keywords

• Hispanic food distribution
• Mexican beverages import
• Non-alcoholic beverage brands
• Latin American consumer products
• Hispanic grocery distribution

Headquarters

HQ city

El Paso

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Infrastructure

Revenue model

1. Beverage and Food Product Sales: Novamex generates revenue by marketing and distributing a portfolio of Mexican soft drinks, beverages, and food products through retail channels across the United States. The company sells over 160 SKUs of category-leading drinks and food products, with more than one billion consumption units sold annually.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Novamex imports and markets a portfolio of authentic Mexican non-alcoholic beverages and food products in the United States, selling more than 160 SKUs across brands such as Jarritos, Sidral Mundet, Sangría Señorial, Mineragua, C2O, Steaz, Tepachito, D'Gari, Camaronazo, and Chocolate Ibarra. The company operates bottling facilities, warehouses, and a sales force that delivers these heritage brands through distributors, mainstream retailers, and specialty Hispanic grocery stores.

Product overview

Novamex is a portfolio company marketing and distributing Mexican beverages and food products in the United States. The company operates as a multi-brand platform offering over 160 SKUs of category-leading drinks and food products. The core product portfolio includes soft drinks (Jarritos, Sidral Mundet, Sangría Señorial), sparkling water (Mineragua, Mineragua Más), coconut water (C2O, Jarritos Coconut Water), organic green tea beverages (Steaz), and food products (Tepachito, D'Gari, Camaronazo, Chocolate Ibarra). The company was founded in 1986 and is headquartered in El Paso, Texas, distributing throughout the U.S. and internationally.

Differentiator

Problem solved

Functional benefit

Brands

• Jarritos: Mexican soft drink brand with eleven Super Good fruit flavors in unique glass bottles. Since 1950.
• Mineragua
• Mineragua Más
• Sangría Señorial
• Steaz
• Sidral Mundet
• C2O
• Tepachito
• D'Gari
• Camaronazo
• Chocolate Ibarra

Products and services

• Jarritos Mexican soft drink brand established in 1950 featuring eleven Super Good fruit flavors sold in unique glass bottles, marketed to U.S. consumers seeking authentic Mexican beverages.
• Mineragua Sparkling mineral water brand established in 1997 offering carbonated water with a refreshing taste for U.S. consumers.
• Mineragua Más Flavored sparkling mineral water line launched in October 2025 featuring three tropical flavors (Mandarin, Guava, Mango Passion) with 70 calories per 12.5-ounce bottle, targeting the growing U.S. sparkling water market.
• Sangría Señorial Mexico's original Sangría-flavored non-alcoholic soft drink since 1960, offering a refreshing non-alcoholic sangria flavor for U.S. consumers.
• Steaz Organic green tea beverage brand established in 2002 focused on healthier lifestyle products, with socially and environmentally responsible ingredient sourcing for U.S. consumers.
• Sidral Mundet Apple-flavored soft drink brand established in 1902, one of the best-known brands in Mexico, with a distinctively crisp and refreshing taste marketed to U.S. Hispanic consumers.
• C2O Coconut Water Premium coconut water brand established in 2008, selecting and packaging what is believed to be the best-tasting coconut water for U.S. consumers.
• Tepachito Traditional Mexican tepache-style carbonated cider since 2010, crafted with fresh pineapple, lime, and cinnamon for U.S. consumers seeking authentic Mexican flavors.
• D'Gari Mexican gelatin dessert powder brand since 1953 available in Vanilla with Caramel Custard, Coconut Custard, Sugar-Free, Unflavored Gelatin, and Vanilla Flavoring varieties for U.S. households.
• Camaronazo Shrimp-tomato juice cocktail brand since 2003, described as a first-of-its-kind product with a crisp, smooth, refreshing taste that can be enjoyed alone or as a base for mixed drinks and Latino dishes.
• Chocolate Ibarra Chocolate brand founded in 1925 offering chocolate tablets for hot chocolate, powdered drink mix, syrup, and candy, rooted in Mayan and Olmec chocolate traditions, sold in the U.S. through Novamex.
• Jarritos Coconut Water Coconut water product sold under the Jarritos brand umbrella for U.S. consumers.

Quantifiable outcome

• Over 1 billion consumption units sold annually
• +2 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Northgate González MarketcoreChannel Partner/ Reseller/ Distributor · 8 October 2025Northgate González Market serves as a key retail distribution partner for Novamex's Mineragua Más flavored sparkling mineral water product launch. Mineragua Más is available at select Northgate González Market locations in California as part of the company's strategy to expand distribution in the flavored sparkling water segment targeting the growing U.S. sparkling water market.

Scale indicators5 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• Vita Coco Company: Leading U.S. coconut water brand. Directly competes with Novamex's C2O Coconut Water in the same category, similar retail placement (grocery, club, convenience), and same target consumers seeking premium, natural beverages.
• Goya Foods: Largest Hispanic food and beverage importer/distributor in the United States, with a comparable portfolio of authentic Latin American brands (rice, beans, condiments, beverages) sold through both Hispanic grocery and mainstream retail. Direct analogue to Novamex's model of importing culturally authentic products from Latin America and distributing them across U.S. retail.
• Topo Chico (Coca-Cola brand): Mexican-origin sparkling mineral water now owned and distributed by Coca-Cola. Direct head-to-head competitor to Novamex's Mineragua and Mineragua Más brands in the U.S. flavored sparkling water segment, leveraging a similar Mexican heritage story.

Regional players

• Mexican Industries in America (MIAC): Importer and distributor of Mexican food brands (including Jarritos-adjacent categories) into the U.S. market. Comparable operating model of cross-border brand importation and U.S. distribution, and a relevant reference for the structural economics of the Hispanic import-distribution category.

Broad incumbents

• Coca-Cola FEMSA: Mexican Coca-Cola bottler and one of the largest beverage operators in Latin America. Relevant as a comparable Mexican-rooted beverage platform that competes in the same product categories (soft drinks, sparkling water including Topo Chico) and shares Novamex's Mexican manufacturing heritage.
• Tropicana Brands Group: Large U.S. beverage platform with non-carbonated juice and coconut water exposure. Relevant as a comparison point for shelf placement, distribution economics, and brand-building strategies in adjacent non-carbonated beverage categories where Novamex plays.
• PepsiCo (Hispanic portfolio): Large CPG incumbent with multiple Hispanic-targeted beverage and snack brands and a dedicated multicultural marketing organization. Competes with Novamex for Hispanic consumer occasions and shelf space at mainstream U.S. retailers.
• Zico (Coca-Cola brand): Coca-Cola-owned coconut water brand competing directly with C2O. Comparable as a shelf-mate in the same category and channel but with substantially larger marketing and distribution resources through the Coca-Cola system.

Emerging players

• LaCroix (National Beverage Corp.): Leading U.S. sparkling water brand. Comparable to Novamex's Mineragua and Mineragua Más in the flavored sparkling water category and a key reference point for category growth, distribution strategy, and pricing dynamics in the channel.

Others

• Jarritos (in Mexico): The Mexican parent producer of the Jarritos brand that Novamex distributes in the U.S. Closely related as the supplier/manufacturing counterparty to one of Novamex's flagship brands, and a comparable Mexican-rooted soft drink operator in its home market.

Market position

Weaknesses3 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/search?q=JarritosNation
• YouTubeyoutube.com/user/JarritosNation
• Facebookfacebook.com/Jarritos
• Instagraminstagram.com/jarritos
• LinkedInlinkedin.com/company/novamex

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Novamex