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The brainchild of two entrepreneurial families, the Hills of Mexico City and the Fernandez of Chihuahua, Novamex was founded in 1986 and combined the synergies of the Fernandez family holdings in bottling plants, soft drink sales and distribution companies with the Hill's know how in the area of soft drink syrup development at their company, Frutas Concentradas. Both families and their companies shared the same vision: to export Hispanic products to the United States where growing consumer population would create demand for authentic Hispanic beverages and food.

In the last two decades, the Fernandez-Hill partnership has grown and is now in the top five Hispanic product exporters in the United States. Beginning with only two products (Jarritos and Sangría Señorial), the company has increased to offer 160 SKUs of drinks and food products, all leaders in their respective categories. The company boasts an compounded annual growth rate (CAGR) of 29% since 1990, selling more than one billion consumption units annually.