Hatsu: From Start-up to Megabrand
The Hatsu brand of tea beverages and healthy food products emerged from the idea of two Colombian entrepreneurs in 2010 and evolved, in just over five years, to capture the interest of the leading company in the Colombian beverage market, Postob n SA (Postob n), which acquired it. In this context, Hatsu faced the challenge of consolidating itself in the tea beverage market while also venturing into other product categories (e.g., cereal bars, nuts, infusions, and sodas) and multiplying its sales without losing the lifestyle concept on which it was built and through which it had succeeded. By late 2020, Postob n's premium business unit director needed to determine how Hatsu could be turned into a megabrand without losing its essence. Enrique Ramirez R. is affiliated with Universidad ICESI.