PARTNER CONTENT
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with our iconic fruit nectars, executed reduce supply risk, improve responsiveness, at scale with our sister company and and lower logistics complexity. This distribution partner, Vilore. Our nectars are diversification also allows us to tailor the foundation. To fully tap into the potential formulations, formats, and packaging more that the Jumex brand offers in the US, we precisely to US customers and retailers.” have recently developed new business
Over the past two years, the US models and expanded into energy drinks operation has become an innovation made with real fruit, gummies inspired and launch platform for new categories, by Mexican flavors, and alcoholic offerings channels, and operating models across like Jumex Hard. Across all categories, the the business.“ Our approach to research common thread is fruit-forward flavor, and development is highly pragmatic,” authenticity, and formulation expertise. Carlos states.“ Many of our US launches, These same attributes support our recent such as Jumex Hard, Jumex Energy, GoMix relaunch of the Odwalla brand with juices gummies, and custom beverages for and smoothies, which are aimed at the foodservice partners, are being developed general market. We are not chasing trends. specifically for this market. We are Instead, we identify spaces where real fruit combining the world-class formulation can credibly differentiate the product. expertise developed by our colleagues
“ The brand’ s longevity comes from in Mexico with local US market insight staying close to the consumer while to identify spaces where we can win. We remaining disciplined about what we stand prototype quickly, test in real commercial for,” he adds.“ Jumex has always been environments, and scale only once we see rooted in fruit, flavor, and authenticity, but clear consumer and customer validation. it has also been willing to evolve formats, In the US market, when it comes categories, and routes to market over time. to product development, speed The current US transformation reflects of execution matters as much that same mindset: respect the heritage as technical sophistication.” and develop opportunities around it. That balance has allowed the brand to remain relevant across generations and markets.”
Product development
An important practical element of the company’ s US expansion strategy is adding US manufacturing to complement Mexico.“ Historically, Jumex operated primarily as an export business into the US, but one of our key strategic shifts has been to also access local manufacturing and co-packing capabilities in the US,” Carlos explains.“ We have built relationships with multiple US-based co-packers across beverages, and today we’ re working with one for our gummies. By having the option to work with local partners, we can
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