Fresh fruit juices and smoothies maker Odwalla has returned to the US market after being discontinued by The Coca-Cola Co. in 2020.
Full Sail Partners, a subsidiary of private-equity firm Warburg Pincus, took over the brand in 2021.
It will now be working with Mexican fruit juice company Grupo Jumex to produce and distribute Odwalla drinks in the US, “starting with juices and fruit smoothies”, Carlos Madrazo, country manager of Jumex’s US branch told Just Drinks.
The products will be manufactured at Jumex’s vertically integrated sites in Mexico, he said.
“While we are still a family-owned company, we have significant scale. We have a capacity for 250 million cases per year,” Madrazo said.
Distribution will also be “powered by” Vilore Foods, a distributor and importer of Hispanic labels in the US and Canada, a separate statement said.
How well do you really know your competitors?
Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.
Thank you!
Your download email will arrive shortly
Not ready to buy yet? Download a free sample
We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form
By GlobalDataOdwalla’s initial product range is expected to include a green juice, mango smoothie, orange juice, and mixed berry smoothies.
It is not yet clear which retailers are planning to stock Odwalla’s new range but Madrazo confirmed the brand plans to sell solely to the US for now.
“We have already approached a number of retailers and there is plenty of excitement for the return of the brand,” he said, noting the names of stockists would be revealed “in the next couple of months”.
Madrazo added Jumex was “focusing on natural and specialty retail channels but will also be expanding to major national retailers to reach loyal Odwalla fans and health-conscious consumers”.
Back in 2020, The Coca-Cola Co. cited a “rapidly shifting marketplace” for its decision to cut Odwalla from its roster. 300 jobs were affected at the time.
When asked why Jumex believed the brand could now succeed after having previously failed, Madrazo said Odwalla’s “clean ingredients” list, which is free from sugar and added vitamins, appeals to the consumers’ growing interest in “beverages with natural ingredients and minimal processing”.
Jumex makes its drinks “using electropasteurisation,” he said, “which preserves flavour while maintaining nutrient integrity”.
Madrazo added: “Odwalla’s relaunch is designed to emphasise its premium quality, unique flavors, and nutritional benefits, targeting these health-oriented consumers”.
