LOS ANGELES– Odwalla is back with a renewed portfolio of fruit juices and healthy smoothies to restore its position in the United States drink market.
The brand name, which traces its roots back to the 1980s, was obtained by the Coca-Cola Co. in 2001 for $181 million, however the business stopped the brand name in 2020 due to “a quickly moving market.” Financial investment company Complete Sail IP Partners then got Odwalla in September 2021 and has actually considering that partnered with Mexican fruit-based drink maker Grupo Jumex to bring the brand name back to customers in the United States.
” Why is it the ideal time to introduce Odwalla?” asked Ariela Nerubay, primary marketing officer, U.S.A., for Grupo Jumex in an interview with Food Company News “Since nowadays all of our Gen Zs are searching for items that are basic, attentively sourced, that are produced in locations that are actually worried about the environment.”
Grupo Jumex prepares to utilize Odwalla’s identity as a producer of healthy and sustainably produced drinks to catch increased customer interest in health-conscious formulas and active ingredient labels, especially amongst more youthful friends, Nerubay stated.
” We have actually done substantial research study about the reality that customers today, more than ever, are incredibly delicate about the material, the active ingredients and what the label is informing them about an item,” Nerubay stated. “You can see it with a rise of interest on prebiotics, probiotics and all of these various practical beverages that are extremely hot in the market.”
Carlos Madrazo, nation supervisor U.S.A. for Grupo Jumex, kept in mind that Odwalla’s line of product separates itself from other juice makers due to its formulas that naturally consist of practical advantages rather than “included practical advantages.” For example, Madrazo indicated Odwalla’s items that consist of ginger root, which might minimize swelling and assistance body immune system health, and nopal, which is related to gastrointestinal health advantages.
” A great deal of what you see today as development is included performance … numerous juices, numerous drinks, they have actually included vitamins since they wish to reveal included performance,” Madrazo stated. “The performance that we view as being essential for Odwalla is the performance that you obtain from consuming a mango, consuming a banana, consuming strawberries, which differs from vitamin C to the fiber in your gastrointestinal procedure.”
Currently, Grupo Jumex can produce 250 million cases of Odwalla items yearly. The business has vertical combination abilities in its Mexico-based production websites that allow it to particularly produce greater quality orange juices, Madrazo stated. The business has the ability to squeeze the juices, bottle them and pasteurize them all from within the very same center and produce a more constant item.
Grupo Jumex in addition uses a pulse electrical field technique established 15 years ago to pasteurize its orange juices, instead of the conventional high-temperature, short-time pasteurization procedure. The electrical procedure reduces the quantity of time the juice’s temperature level is raised, assisting to preserve its tastes.
” Rather of getting a container, putting the orange juice inside the container and after that boiling it, what we do is we warm the orange juice itself on a container through one electrical shock,” Madrazo stated. “When you utilize the conventional pasteurization procedure, that is generally bringing the juice to 185 degrees for approximately 40 seconds. This is 1/10th of a 2nd, you generally eliminate the germs in an immediate. And it safeguards the taste, it safeguards the color, and, more significantly, it keeps the nutrients.”
Odwalla’s items are presently releasing in the West Coast in specialized retail chains and the natural channel, however Madrazo stated they have actually approached bigger nationwide merchants to bring Odwalla back to its previous levels of retail accessibility.
Source: Food Business.
