Mexican beverage company Grupo Jumex is launching a line of ready-to-drink protein shakes under its namesake juice brand in the US.
In a statement, Jumex said the “new ready-to-drink protein shake line marks the company’s official entry into the lifestyle nutrition category”.
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The Jumex Protein Shake line will roll out across Walmart outlets across the US and on the retailer’s website.
Salvi Folch, Grupo the CEO at Grupo Jumex, said the launch was “an important milestone in the evolution of our company and our brand”.
“With this launch, we are entering a large and growing category at national scale, offering consumers a differentiated protein beverage that brings together functionality, convenience, and authentic Mexican-inspired flavors,” Folch said.
The range comes in Mango, Churro Chocolate and Vanilla Flan flavours, with 30g of protein per 12fl oz bottle, according to the statement.
Carlos Madrazo, the country manager of Jumex’s US unit, said: “Protein has become part of everyday life for many consumers, but the category can still feel too predictable.”
Reflecting on the new line of drinks, Madrazo added: For us, it is about delivering 30g of protein while introducing distinctive flavors that reflect the Jumex brand’s heritage.”
The move extends the company beyond its core portfolio of juices, nectars and fruit-based drinks.
Founded in 1961, Jumex says its products are made with fruit juice sourced from the Mexican countryside.
The company says its brands are present in more than 40 countries, including the US, Mexico, Canada, Spain, China, Saudi Arabia and Australia.
In the US, Jumex has also been building its role as a manufacturing and distribution partner.
Early last year, the company was named as the production and distribution partner for Odwalla’s return to the US market, working with brand’s owner Full Sail Partners.
At the time, Madrazo told Just Drinks the products would be made at Jumex’s vertically integrated facilities in Mexico and said the company had “capacity for 250 million cases per year”.
