In the context of an internationalization policy after consolidation on the internal Spanish market, Nutrexpa expanded to Portugal where it sells the same products as in Spain in view of the proximity and affinity between the two markets. Later it has expanded business operations to other countries, as Chile and China. There are three generations of Spaniards convinced that this is the perfect breakfast food. I have watched in utter horror as Rogelio’s aunt force-fed her grandson chocolate milk because “ The damn kid refuses to eat anything healthy.” She is off the hook for babysitting my kids.

Rogelio is one of the converted. He drinks warm milk with Cola Cao before work every day. He thinks that soon he and Yago will be doing morning male-bonding over their chocolate milk breakfast of Champions. In 1945, José María Ventura and José Ignacio Ferrero, two brothers-in-law from the Gracia neighborhood of Barcelona, Spain, created a soluble cocoa called Cola Cao. [5] Cola Cao is exported to various countries [7] such as Spain, Portugal, Chile, Bosnia and Herzegovina, and China (known as 高乐高 Gao-le-Gao), where Nutrexpa offices are located. [11] It was introduced to Japan (under the name コラカオ), Russia (under the name Кола Као) and Greece in early 1990s only to be discontinued a few years later, however in 2007 "Cola Cao Chocolate Roll Cakes" [12] manufactured in China are sold at dollar stores.Consequently, the main differential variables outlined by the Spanish company are its taste, its nutritional composition along with its little lumps. Since unlike Nesquik, its principal competitor, Cola Cao powder does not dissolve instantly. But far from being a disadvantage, that it is turned into one of the most appealing characteristics as Cola Cao’s fans enjoy the ritual of dissolving the cocoa and finding these lumps. My neighbour invited me to a lecture about childhood nutrition. I was assuming a discussion about vitamins, healthy recipes, meal planning etc. Youth nutrition in Spain means “how to train your kids to eat when they don’t want to”. The system suggested was to make them sit in front of the plate for ten minute intervals and then send them to their room for ten minute intervals until they “ Drink the chocolate milk, damn it.” McDonald's lanza un helado de Cola Cao y Burger King uno... ¿De Nesquik?". AS.com (in Spanish). 2020-07-09 . Retrieved 2022-12-27. Advertising has played a decisive role in the creation of this emotional bond between Cola Cao and its consumers. The company invests large sums of money in this medium every year with the objective of securing their positioning. In this way, Cola Cao’s ads are characterized by its vitality, energy, association with sport and direct communication with children public. Furthermore, they usually incorporate easy slogans, catchy songs and jingles. The most significant example is the popular Cola Cao song, which it would be unthinkable nowadays due to clear racist content. generico# (October 11, 2017). "Idilia Foods, propietaria de Cola Cao y Nocilla a Valencia". La Vanguardia (in Spanish) . Retrieved November 23, 2017.

Cola Cao is sold as a trustful brand. Adjectives are “unique” or “authentic” are often used to describe this product, as well as “the same as always” which links to the tradition of several generations of Spaniards drinking Cola Cao for breakfast. Thus, Cola Cao’s ads focus on the happiness and energy caused by the consumption of this drink and the pleasure experienced. Cola Cao comes in a powder form which is intended to be mixed with milk, but can also be mixed with water or soya milk. It can also be added to breakfast cereal or used as a baking ingredient. In Spain in particular, Cola Cao is a popular accompaniment to breakfast, or dinner. Advertising Cola Cao in powder form is sold in containers of various sizes, and it is also produced in liquid form that is purveyed in plastic bottles. [1] Marketing [ edit ]Keegan, W.J.; Green, M.C. (2002). Global Marketing Management. Prentice Hall International. Prentice Hall. p.470. ISBN 978-0-13-033271-4 . Retrieved November 23, 2017.