Super de Alimentos

What Super de Alimentos does

Super de Alimentos S.A.S. is a privately held Colombian confectionery manufacturer founded in 1948 in Manizales, Colombia, and currently operates as one of the leading confectioners in the domestic market. The company manufactures and distributes a portfolio of 10+ branded candy lines spanning gummies (Trululu), coconut nougat (Supercoco), chocolate-filled caramels (Bianchi), acidic and crunchy treats (Oka Loka), chewy bars (Barrilete), mints (Chao), and assorted milk caramels (Ricato, Big Ben, Lokiño), alongside newer extensions including the Origami better-for-you snack brand and the Muau Wuau pet treats line. Production is anchored in two specialized facilities: the original Manizales plant (operational since 1967) handling chewing gum and coconut turrón, and the Cartagena Trululu gummy plant inaugurated in 2007 and expanded in 2016. The company holds ISO 9001 quality management certification (2003) and BASC supply-chain security certification (2002), and has received the Colombian Quality Management Award (2008), the National Award for Excellence, Innovation and Management (2014), and DLG food and beverage awards (2015).

The business operates through a multi-channel go-to-market model. Domestically, products reach consumers via Colombian retail and wholesale distribution, an owned e-commerce storefront (super.com.co) with a $50,000 COP minimum order, WhatsApp-based ordering in five major cities with 24-hour delivery, and direct-to-consumer promotions through email/newsletter and social channels (Facebook, Instagram, Twitter). Internationally, the company exports to 48+ countries through specialized distributors, with dedicated commercial representation in Peru, Panama, Venezuela, and Costa Rica. The company is led by Dr. Felipe Henao Mejía (Director since 1987) and operates two wholly-owned subsidiaries — Golosinas Trululu (gummy confectionery) and C.I. SUPER (international trade) — while employing over 1,600 collaborators as of 2018. No external institutional investors, parent entities, or funding rounds are disclosed in the available data, indicating continued family-led ownership under the Henao Mejía lineage.

Name

Super de Alimentos

Legal name

Super de Alimentos S.A.S.

Website

https://super.com.co

Company type

Private

Founded year

1948

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Super de Alimentos S.A.S. is a Colombian confectionery manufacturer founded in 1948 that produces and distributes 10+ branded candy lines (Trululu, Supercoco, Bianchi, Oka Loka, Barrilete, Chao, and others) to mass-market consumers across Colombia and 48+ international markets.

Ownership category

akta.pro rank

Headquarters

HQ city

Manizales

HQ country

Colombia

HQ region

Latin America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Confectionery Product Sales: Super de Alimentos generates revenue primarily through the manufacture and sale of branded confectionery products including gummies, gumballs, chewing gum, candy, mints, and coconut turrón. Products are sold through domestic retail, e-commerce, B2B wholesale, and international export/distribution channels. The company operates as a mass-consumption candy manufacturer with 70+ years in the Colombian and international market.
2. International Export and Distribution: Products are exported to over 48 countries through specialized distributors, with additional commercial representation in Peru, Panama, Venezuela, and Costa Rica.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

Super de Alimentos is a Colombian confectionery manufacturer that produces, markets, and distributes a multi-brand portfolio of candies, gummies, chewing gum, mints, coconut nougat, caramels, and pet treats through its 10+ sub-brands including Trululu, Supercoco, Oka Loka, Barrilete, Chao, Bianchi, Big Ben, Ricato, Lokiño, Origami, and Muau Wuau. The company manufactures at plants in Manizales and Cartagena and sells its branded products domestically through retail/wholesale and its own e-commerce site, while exporting to more than 48 countries via specialized distributors.

Product overview

Super de Alimentos is a Colombian confectionery company with 70+ years of history that creates, produces, and distributes a diverse portfolio of candy brands. The company operates as a multi-brand confectionery manufacturer with 11 distinct sub-brands spanning multiple candy categories including gummies (Trululu), coconut nougat (Supercoco), chocolate-filled caramels (Bianchi), acidic/cone treats (Oka Loka), chewy bars (Barrilete), mints (Chao Mentas), milk caramels (Ricato, Big Ben, Lokiño), healthy snacks (Origami), and pet treats (Muau Wuau). The products are manufactured in plants located in Manizales and Cartagena, Colombia, and distributed to over 48 countries worldwide.

Differentiator

Problem solved

Functional benefit

Brands

• Trululu: Imagination, colors, flavors, sweetness, fun shapes and delicious textures making Trululu a whole world to share.
• Origami
• Supercoco
• Bianchi
• Oka Loka
• Barrilete
• Chao
• Ricato
• Lokino
• Big Ben

Products and services

• Trululu Gummy candy sub-brand featuring imaginative shapes, colors, flavors, and textures, targeted at children and shared snacking occasions; manufactured at the dedicated Golosinas Trululu plant in Cartagena.
• Bianchi Chocolate-filled milk caramel sub-brand positioned around chocolate-based flavor combinations; a flavored caramel confection for mass-market consumers.
• Supercoco Coconut nougat (turrón de coco) made with natural coconut, positioned as 100% natural, 100% original, and 100% Colombian, rooted as a tradition-based confection.
• Oka Loka Acidic and crunchy candy with cosmic, explosive particles for a fun, differentiated eating experience; positioned as disruptive in flavors and textures.
• Barrilete Tricolor chewy candy bar with original flavor, marketed as having an unmatched color trilogy that has marked the history of several generations.
• Mentas Chao Refreshing chewy mints positioned as the most irresistible mints in the Colombian market, offering a fresh breath confectionery experience.
• Big Ben Soft assorted milk caramels inspired by English Toffee, offering a selection of flavors, textures, and combinations to satisfy different consumer tastes in a single presentation.
• Ricato Milk caramel cube with smooth texture and flavorful profile, marketed as a premium caramel offering among milk-based confections.
• Lokiño Soft caramel in colorful fruit flavors positioned as the 'crazy caramel' preferred by children, combining visual appeal with fruity taste profiles.
• Origami Snack sub-brand positioned as 'the perfect snack, good for you,' offering a healthier snack option within the company's portfolio.
• Muau Wuau Pet treats sub-brand offering products for cats and dogs, including acidic gummy worm treats like Gusanos Tropical for pets.

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• International Distributors (48+ countries)coreChannel Partner/ Reseller/ DistributorSuper de Alimentos exports to 48+ countries through specialized distributors, with products reaching markets including Uruguay, Spain, Guyana, Haiti, Jamaica, Puerto Rico, Belize, Curaçao, Aruba, USA, Chile, Mexico, Israel, Colombia, Bolivia, Ecuador, Dominican Republic, Nicaragua, El Salvador, Guatemala, Honduras, Paraguay, and Canada.

Scale indicators5 records

Recent moves12 records

Expansion highlights5 records

Direct peers

• Colombina: Colombina is the largest Colombian confectionery company, producing candies, chewing gum, chocolates, and snacks. It is the most direct domestic competitor to Super de Alimentos, sharing the Colombian mass-market candy category, distribution channels, and similar brand-portfolio structure targeting Latin American consumers.
• Arcor: Arcor is a major Argentine multinational confectionery and food company with extensive LATAM distribution. It directly competes with Super de Alimentos in mass-market candies, chewing gum, and gummies, and shares a similar multi-brand, multi-country LATAM distribution-led model.
• Haribo: Haribo is the global leader in gummy/candy confectionery and the closest direct competitor to Super de Alimentos' Trululu franchise. It shares the same gummy production DNA, mass-market positioning, and international expansion playbook, making it a relevant functional and category benchmark.
• Perfetti Van Melle: Perfetti Van Melle (Mentos, Chupa Chups, Alpenliebe) is a global sugar confectionery and chewing gum leader that directly overlaps with Super de Alimentos' mints (Chao), chewing gum, and caramel portfolios. It serves as a benchmark for global confectionery distribution and brand-building.
• Jelly Belly Candy Company: Jelly Belly is a US-based specialty gummy and jelly bean manufacturer with international distribution and strong brand recognition. It directly parallels Super de Alimentos' Trululu franchise in gummy form, flavor variety, and gift/impulse-occasion use cases across multiple international markets.

Broad incumbents

• Mars Wrigley: Mars Wrigley is the global incumbent in confectionery, with massive scale in chocolate, gum (Orbit, Extra), and gummies. While it does not specialize in the Trululu-style gummy niche, it competes broadly across chewing gum (relevant to Chao/Oka Loka) and mints where Super de Alimentos operates.
• Mondelēz International: Mondelēz (Cadbury, Halls, Trident, Sour Patch Kids) is the dominant global confectionery incumbent and the parent of several brands competing in the same aisles as Super de Alimentos, particularly in chewing gum, mints, and chocolate-covered confections across LATAM and global markets.
• Ferrero: Ferrero is a global confectionery incumbent (Kinder, Tic Tac, Ferrero Rocher) with broad product overlap in chocolate-filled and sweet-pack categories relevant to Super de Alimentos' Bianchi brand. It represents the type of multinational that competes for premium retail shelf space in the same LATAM and export markets.
• Nestlé Confectionery: Nestlé's confectionery division competes broadly with Super de Alimentos across caramel, chocolate, and sugar confectionery categories globally and in LATAM. As a multinational incumbent with deep distribution, it serves as a useful benchmark for scale, sourcing power, and category management.

Regional players

• Dulces Vero: Dulces Vero is a leading Mexican lollipop and novelty candy maker with strong mass-market positioning across Mexico and LATAM. It is a comparable regional peer in terms of price point, distribution channels, and consumer demographics, though it primarily operates in the Mexican market rather than Colombia.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key highlights7 records

Customer concentration

• Xx.com/somos_super
• Facebookfacebook.com/super
• Instagraminstagram.com/super

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Super de Alimentos