HATSU

What HATSU does

Hatsu is a Colombian multi-category beverage and food brand founded in 2010 in Medellín, operating as a subsidiary brand of Postobón S.A., Colombia's largest beverage company, since initiating an integration process in 2016. The company manufactures and markets a portfolio spanning ready-to-drink teas (a signature 9-color system covering white, yellow, green, blue, purple, light pink, rose, red, and black variants with exotic flavors such as yuzu, mangosteen, lychee, and pitahaya), carbonated sodas (flavored with fruits and herbs), natural mineral water sourced from the Eastern Cordillera of the Andes, Colombian ground and freeze-dried coffee, oat-based veggie drinks, and quinoa-based snacks. The products are sold in formats ranging from 200ml to 1L and positioned as a lifestyle brand targeting health-conscious Millennial and Gen-Z consumers in Latin America.

The business model is straightforward packaged-goods distribution: Hatsu sells through major Colombian retailers (Éxito), e-commerce platforms (WeShop, Rappi, Exito.com), and a network of regional distributors named across 14 countries (Colombia, Chile, Costa Rica, Bolivia, El Salvador, Ecuador, Guatemala, Honduras, Panama, Mexico, USA, Paraguay, Dominican Republic, Curaçao). Operations, manufacturing, and distribution are absorbed by Postobón's shared infrastructure, allowing Hatsu to operate with a lean 67-employee organization focused on brand, marketing, and product development. Go-to-market is heavy on consumer engagement channels: a Hatsu Magic Team influencer network (creators with 5,000+ followers), a HATSU X AE university ambassador program, recurring co-branded collaborations with lifestyle and beauty brands, and the H Community blog for recipes and content. The brand also runs the Mi pupitre sustainability program, launched in 2023, which transforms used Tetra Pak cartons into school furniture donated to communities in La Guajira and the Sierra Nevada de Santa Marta.

Revenue mechanics are standard CPG: unit sales of branded packaged beverages and snacks through retail and e-commerce channels, with no disclosed subscription, SaaS, or recurring-revenue component. Pricing is not publicly disclosed, and the brand occupies a premium lifestyle positioning relative to mainstream Colombian beverage SKUs. The parent company, Postobón S.A. (NIT 890903939-5), is the legal entity responsible for Hatsu's operations, data processing, and customer service. No funding rounds, M&A activity, or investor composition for Hatsu specifically are disclosed.

Name

HATSU

Legal name

Postobón S.A.

Website

https://hatsu.co

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

51–100 employees

Short description

Hatsu is a Colombian multi-category beverage and food brand (teas, sodas, water, coffee, snacks) founded in 2010 in Medellín, operating as a subsidiary of Postobón S.A. since 2016. It sells a lifestyle-positioned, rainbow-colored product line across 14+ Latin American and Caribbean countries through retailers, e-commerce, and regional distributors targeting Millennial and Gen-Z consumers.

Ownership category

akta.pro rank

Product category

Non-alcoholic Beverages

NAICS

Beverage Manufacturing (3121), Coffee and Tea Manufacturing (311920), Soft Drink Manufacturing (312111)

SIC

Beverages (2080)

akta.pro primary industry

Functional Beverages (Vitamins, Probiotics, Nootropics, etc.) (CRADAHAL)

akta.pro secondary industries

Functional/Fortified Beverage Production (Vitamins, Botanicals, Nootropics) (AFAFABAH), Caffeinated Functional Beverage Production (Non-Energy) (AFAFAFAG), Botanical/Herbal & Adaptogen Functional Beverage Production (AFAFAFAF)

Keywords

• Ready-to-drink tea
• Flavored carbonated soda
• Natural mineral water
• Colombian ground coffee
• Exotic flavor beverages

Headquarters

HQ city

Medellín

HQ country

Colombia

HQ region

Latin America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Beverage Product Sales: Hatsu generates revenue through the sale of packaged beverages and foods across four main product categories: Hatsu Tea (ready-to-drink flavored teas), Hatsu Soda (flavored sparkling beverages), Hatsu Water (natural mineral and carbonated water), and Hatsu Coffee (ground origin coffee and freeze-dried soluble). Products are sold in various formats (200ml to 1L) and distributed via retail, e-commerce, and wholesale channels.
2. Food and Snack Products: Hatsu also offers food products including Quinoa Pop snacks, Veggie drinks (oat-based beverages), and coffee products. Revenue is generated through the sale of these packaged food items alongside beverages.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

HATSU is a Colombian multi-category beverage brand that manufactures and sells ready-to-drink teas (white, yellow, green, blue, purple, pink, red, black variants with exotic flavors such as pitahaya, yuzu, mangosteen, lychee, and cherry blossom), carbonated sodas (raspberry-rose, watermelon-basil, lemon-mint, white grape-rosemary), natural mineral water (still and sparkling), and Colombian coffee (origin and freeze-dried). Products are packaged in 200ml–1L formats with visually distinctive color-coded branding and distributed across 9+ Latin American countries.

Product overview

HATSU is a Colombian multicategory beverage brand founded in 2010 and integrated with Postobón S.A. in 2016. The company offers four core product lines: Hatsu Tea (white, yellow, green, blue, purple, light pink, rose, red, and black tea beverages in various sizes), Hatsu Soda (carbonated beverages in fruit and herb flavors), Hatsu Water (natural and sparkling mineral water), and Hatsu Coffee (Colombian ground and freeze-dried coffee). The brand focuses on wellness-oriented lifestyle products with distinctive colorful packaging and positions itself as a lifestyle companion for everyday moments.

Differentiator

Problem solved

Functional benefit

Products and services

• Hatsu Tea Blanco (White Tea with mangosteen) Ready-to-drink white tea beverage with mangosteen flavor, available in multiple sizes for retail consumers.
• Hatsu Tea Amarillo (Yellow Tea with star fruit and lotus flower) Ready-to-drink yellow tea with star fruit and lotus flower flavor, available in multiple sizes for retail consumers.
• Hatsu Tea Verde (Green Tea with yuzu and chamomile) Ready-to-drink green tea with yuzu and chamomile flavor in 400ml format.
• Hatsu Tea Azul (Blue Tea with pomegranate and blue mulberry) Ready-to-drink blue tea with pomegranate and blue mulberry flavor, available in 200ml, 400ml, and 1L sizes.
• Hatsu Tea Lila (Purple Tea with cherry blossom) Ready-to-drink purple tea with cherry blossom flavor, available in multiple sizes.
• Hatsu Tea Rosado Claro (Light Pink Tea with Indian pitahaya) Ready-to-drink light pink tea with Indian pitahaya flavor in 400ml format.
• Hatsu Tea Rosas (Rose Tea with lychee) Ready-to-drink rose tea with lychee flavor in 250ml and 400ml sizes.
• Hatsu Tea Rojo (Red Pu-erh Tea with red fruits) Ready-to-drink red pu-erh tea with red fruits flavor in 400ml format.
• Hatsu Tea Negro (Black Tea with lemon) Ready-to-drink black tea with lemon juice, available in 250ml, 400ml, 450ml, and 1L sizes.
• Hatsu Soda Frambuesa & Rosas (Raspberry and Rose Soda) Carbonated beverage with raspberry and rose flavor in 300ml and 310ml formats.
• Hatsu Soda Sandía & Albahaca (Watermelon and Basil Soda) Carbonated beverage with watermelon and basil flavor in 300ml and 310ml formats.
• Hatsu Soda Limón & Hierbabuena (Lemon and Mint Soda) Carbonated beverage with lemon and mint flavor in 300ml and 310ml formats.
• Hatsu Soda Uva Blanca & Romero (White Grape and Rosemary Soda) Carbonated beverage with white grape and rosemary flavor in 300ml format.
• Hatsu Water Natural (Still Mineral Water) Natural mineral water sourced from the Andes Eastern Cordillera, available in 300ml, 500ml, and 600ml formats.
• Hatsu Water Carbonatada (Sparkling Mineral Water) Sparkling natural mineral water in 300ml and 600ml formats.
• Hatsu Coffee Origen (100% Colombian Roasted and Ground Coffee) 100% Colombian roasted and ground coffee sourced from Nariño, Tolima, and Cauca regions, 340g format.
• Hatsu Coffee Liofilizado (Freeze-Dried Soluble Coffee) Freeze-dried soluble coffee in 85g format.

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

Eight partnerships are on record, tiered core, flagship and minor.

• Fundación DUNI and Fundación Cadena ColombiacoreStrategic or Co-development Partner · 1 January 2024Hatsu collaborates with Fundación DUNI (led by activist Toya Montoya) and Fundación Cadena Colombia for the Mi pupitre program, supporting environmental education and community development through the transformation of recycled packaging into school furniture.
• Tetra Pak Col and Proplanet SAcoreStrategic or Co-development Partner · 1 January 2023Hatsu partners with Tetra Pak Col and Proplanet SA for its 'Mi pupitre' sustainability initiative, which transforms used Hatsu tea Tetra Pak cartons into school furniture donated to communities in need. The program has delivered hundreds of desks/chairs to schools in the Sierra Nevada de Santa Marta and La Guajira regions of Colombia since 2023.
• Postobón S.A.flagshipStrategic or Co-development Partner · 1 January 2016In 2016, Hatsu initiated an integration process with Postobón S.A., Colombia's leading beverage company. This partnership provided Hatsu with access to Postobón's extensive manufacturing, distribution, and retail networks, enabling Hatsu's expansion from a local Medellín entrepreneurship project into a brand present in 9+ Latin American countries. Postobón manages Hatsu's primary distribution and operations.
• AE (Asociación de Estudiantes)minorGTM or Marketing PartnerHATSU X AE is a university ambassador program selecting 5 student ambassadors per university to represent the brand on campus. Students promote Hatsu at university events and through social media, targeting the young adult demographic in Colombia.
• Felicidad BakeryminorGTM or Marketing PartnerHatsu x Felicidad was a co-branded collaboration celebrating International Happiness Day, featuring a gift pack with Felicidad Bakery cookies, Hatsu Veggiedrink Oat, and a branded mug. The partnership targeted lifestyle and foodie consumers through limited-edition product bundles.
• VIBES (vibesbytiv.com)minorGTM or Marketing PartnerHATSU x VIBES was a co-branded collaboration with beauty/lifestyle brand VIBES, featuring a limited-edition lip perfector product co-designed with the Hatsu aesthetic, promoted through social media and the VIBES website.
• Emiliana ValenciaminorGTM or Marketing PartnerHatsu partnered with creative Emiliana Valencia for the 'Rainbow Capsule' — a digital capsule collection celebrating the launch of Hatsu's new bottle presentation. The collaboration featured artistic photography and content expressing the brand's color and magic theme.
• Claudia BahamónminorGTM or Marketing PartnerActivist and influencer Claudia Bahamón partnered with Hatsu for the 2025 Mi pupitre initiative in the ORROZQUITO community in La Guajira, Colombia, helping raise awareness for the brand's sustainability and social impact programs.

Scale indicators3 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Arizona Iced Tea: Lifestyle-positioned RTD iced tea brand with distinctive, design-forward packaging and broad flavor portfolio. Closely comparable to Hatsu Tea in category, lifestyle positioning, and visual differentiation strategy, though it operates primarily in North America.
• Perrier: Premium sparkling mineral water brand with lifestyle positioning. Comparable to Hatsu Water Carbonatada in the natural sparkling water category, both leveraging natural mineral source positioning and design-led packaging.
• Crystal Geyser: Natural mineral water brand sourced from specific geographic origins. Comparable to Hatsu Water Natural in emphasizing natural mineral water from protected geographic origins (Andes mountain sourcing) for premium positioning.
• Vive 100: Functional/energy beverage brand popular across LATAM markets including Colombia and Mexico. Comparable to Hatsu Soda and tea lines in targeting young, lifestyle-oriented LATAM consumers in convenience and on-the-go consumption occasions.
• Honest Tea: Coca-Cola-owned premium/wellness-positioned RTD tea brand. Comparable to Hatsu's wellness, natural-ingredient, design-forward positioning in the same RTD tea category, with overlap in target consumer (health-conscious millennials/Gen-Z).
• Fuze Tea: Coca-Cola-owned RTD tea brand with broad LATAM distribution. Direct category competitor to Hatsu Tea across overlapping markets (Colombia, Mexico, Central America), competing on similar flavor profiles and occasion-based consumption.
• Quala: Major Colombian multi-category beverage and personal care brand (owner's brand 'Mega' and others). Closest Colombian/LATAM regional comparable to Hatsu's multi-category CPG strategy, with overlapping retail channels and consumer targeting.
• Lipton Iced Tea: Mass-market RTD tea brand distributed by PepsiCo/Unilever across LATAM. Directly competes with Hatsu Tea in the same RTD iced tea category with mainstream flavor positioning, providing a useful comparison point for Hatsu's premium/lifestyle positioning.

Broad incumbents

• PepsiCo Latin America: Global beverage and snack giant with deep LATAM presence through Lipton, Pepsi, and regional brands. Competes with Hatsu across tea, soda, and snack categories in overlapping retail and foodservice channels across the same geographies.
• Coca-Cola FEMSA: Largest Coca-Cola bottler in LATAM with broad beverage portfolio including soft drinks, water, juices, and teas. Direct competitor in retail channels across all of Hatsu's 9+ LATAM markets, with massively greater scale and distribution leverage.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/hatsu_official
• TikToktiktok.com/@hatsu_official
• LinkedInlinkedin.com/company/hatsu-official

Revenue estimate

Valuation estimate

Number of profiles

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 HATSU