Leading Mexican juice maker Jugos del Valle is planning a major push in the Mexican market, according to local reports.

The company said that the dominance of Coca-Cola and Pepsi in the country had weakened the local soft drinks businesses to such an extent that the time was right for a major new player in the market.

Jugos del Valle, according to the reports, has held discussions with Cadbury-Schweppes about a possible joint initiative in the country.

Cadbury Schweppes declined to comment.

Fruit Juices: The International Market