[1] Among their main domestic market competitors are "Super",[5] "Nutresa", "Casa Luker", "Aldor", "Trululu", "Dulces La Americana" and "Comestibles Italo".
[6] , Colombina was started by don Hernando Caicedo, a Valle del Cauca native.
He started saving his money and, in 1927, established the "Colombina Food Company"[7] in Cali.
Later, after Nutella entered the Colombian market, Colombina launched a competing brand called "Nucita".
During that era, the company hired the famed French mime, Marcel Marceau, to promote their candies on television advertisement campaigns.