In 1972 the company was founded as Serer S.A. and launched Nucita for the first time, becoming an innovative company in Mexico for the chocolate flavored creams category. In 1977 immitations of Nucita started to appear in the market, and competition became vigorous. In 1998, the company continued to inovate by offering the market a three flavored capsule (chocolate, vanilla and strawberry). In 1999, the company expanded to the United States and Central America. Between 2000 and today, the company has exploded from marketing investment and consumer acceptance. Now, the company goes by the holding brand Nutresa.