Grupo Nutresa Merges Two Iconic Colombian Brands to Capture

the Booming Cold Coffee Market with Home-Made Jet-Flavored Granitas

Bogotá, Colombia — In a strategic move to capture the imagination and wallets of younger consumers, Grupo Nutresa has announced one of its most disruptive product collaborations to date. By merging the household familiarity of Colcafé with the nostalgic, beloved taste of Jet chocolate, the conglomerate is officially rolling out the Granizado Colcafé con sabor a chocolatina Jet.

Designed specifically for home preparation, this innovative instant coffee beverage aims to democratize the high-end coffee shop experience, transforming a luxury cafe treat into an everyday, affordable ritual for Colombian households.

Main Facts

The newly unveiled product represents a calculated intersection of heritage branding, shifting consumer demographics, and aggressive market adaptation.

• The Product: Granizado Colcafé con sabor a chocolatina Jet is an instant, home-prep iced coffee mix that blends soluble coffee with the iconic flavor profile of Jet chocolate.
• Preparation: Consumers need little more than water, ice, and a standard home blender to achieve a texture and taste profile traditionally reserved for specialized coffee shops ("coffee houses").
• Packaging and Distribution: The product is sold in boxes containing five individual sachets and is being rolled out across major supermarket chains and self-service stores throughout Colombia.
• Affordability: While a specialty coffee shop granita typically commands between 10,000 and 15,000 Colombian pesos, the home-prepared Colcafé-Jet variant reduces the cost to roughly 3,000 pesos per portion.
• Target Audience: The product is explicitly engineered to capture the attention of Gen Z and younger millennial consumers, who are steering global and domestic shifts toward cold, indulgent coffee beverages.

Chronology of an Innovation Strategy

The launch of the Granizado Colcafé con sabor a Jet does not happen in a vacuum; it is the culmination of years of targeted market research, shifting consumer habits, and a broader corporate strategy by Grupo Nutresa to future-proof its coffee portfolio.

2015–2024: The Rise of Cold Coffee Globally

Over the past decade, the global coffee landscape underwent a seismic shift. While traditional hot coffee remained a breakfast staple for older demographics, global consumption patterns revealed a massive surge in cold coffee beverages. Market data indicates that global consumption of cold coffee grew by nearly 300% over the last ten years, driven largely by younger demographics seeking customizable, refreshing, and dessert-like caffeine options.

2025: Double-Digit Growth and Record-Breaking Figures

Sustaining this momentum, Nutresa’s coffee business division experienced an exceptional year in 2025. Colcafé alone registered a sales increase of over 17%. Buoyed by these stellar figures, leadership at Nutresa began accelerating research and development (R&D) pipelines to capitalize on the widening demographic wedge between traditional hot brews and youthful iced coffee preferences.

March 2026: The Disruptive Colcafé & Jet Collaboration

Nutresa officially unveils the Granizado Colcafé con sabor a chocolatina Jet. By bridging two of the conglomerate’s most historic and emotionally resonant brands—Colcafé (a household name in Colombian soluble coffee) and Jet (the country’s undisputed leader in affordable chocolate)—Nutresa bridges generational divides. The launch positions the company to surpass 3.5 trillion pesos in coffee business sales by the close of 2026.

Supporting Data and Market Trends

To understand why Nutresa has invested heavily in a chocolate-flavored coffee granita, one must examine the hard data governing contemporary youth consumer behavior.

• The Youth Shift: According to data from the National Coffee Association (NCA), cold beverages account for more than 50% of total coffee consumption among young adults aged 18 to 24.
• Growth Projections: The cold coffee sector maintains a projected annual growth rate of approximately 8%, heavily sustained by Generation Z consumers who view coffee not merely as an energetic pick-me-up, but as an experiential and sensory indulgence.
• Financial Milestones: Propelled by innovations like the new granita line and sustained double-digit expansions, Nutresa’s coffee portfolio is on track to cross the 3.5 trillion pesos revenue threshold by the end of 2026.
• Cost Efficiency: At roughly 3,000 pesos per serving compared to traditional cafe prices of 10,000 to 15,000 pesos, the product offers a staggering 70% to 80% savings for cash-strapped households facing economic pressures.

Official Responses and Executive Perspectives

Executives at Grupo Nutresa have framed the launch not just as a new product rollout, but as a cultural necessity for a country synonymous with coffee production.

David Echavarría, Marketing Manager for Nutresa’s Coffee Business, emphasized the disruptive nature of bringing cafe-style luxuries into domestic kitchens:

"We wanted to break the ice and go a step further, turning granitas—which today are an exceptional experience that only happens outside the home—into an everyday experience for our consumers. To achieve this, we united two of Nutresa’s flagship brands in a disruptive collaboration: the new Granizado Colcafé with Jet flavor."

Echavarría further underscored the cultural importance of adapting to younger preferences:

"Colombia is an icon of coffee in the world, and we have found that young people fall in love with it through cold and indulgent products. By leading with our Colcafé brand and uniting it with the flavor of Jet, we are ensuring that coffee remains relevant for future generations."

Echoing these sentiments, Nicolás Osorio, Marketing Director for the Colcafé brand, highlighted the brand’s commitment to accessibility and value:

"We are very excited to announce this innovation, which reaffirms the empathy of our brands with consumers by delivering high-value options that are, at the same time, very affordable for Colombian households."

Implications for the Industry and Consumers

The introduction of the Granizado Colcafé con sabor a chocolatina Jet carries profound implications for multiple segments of the food and beverage ecosystem in Latin America.

1. Democratization of Specialty Coffee Culture

For decades, gourmet iced beverages, frappes, and granitas were gatekept by commercial coffeehouse chains. By packaging this experience into a simple sachet that requires only a household blender, ice, and water, Nutresa is democratizing luxury. Families who might find weekly cafe trips financially prohibitive can now replicate the indulgence at a fraction of the cost.

2. Brand Synergy and Emotional Resonance

Co-branding is a delicate art, but marrying Colcafé and Jet pairs two legacy brands with virtually 100% household penetration in Colombia. Jet chocolate evokes childhood nostalgia for millions of Colombians, while Colcafé represents daily adult routine. Combining them short-circuits traditional marketing funnels by instantly eliciting positive emotional responses.

3. Securing Future Generations of Coffee Drinkers

As traditional hot black coffee faces declining relative popularity among Gen Z, legacy coffee brands worldwide face an existential threat: aging consumer bases. By leaning heavily into sweet, cold, and customizable formats, Nutresa is proactively teaching the next generation to consume coffee, ensuring long-term market dominance and cementing Colombia’s domestic coffee culture well into the future.