Jumex Revives Odwalla, Debuts 'Swicy' Gummies in Bold U.S. Push

CHICAGO, IL – May 06, 2026 – Mexican beverage titan Grupo Jumex® is making a formidable play for the U.S. market, marking its debut at the National Restaurant Association (NRA) Show this month with a dual-pronged strategy aimed at capturing the modern American consumer. The company is not only expanding its portfolio into snacks with the novel Jumex® GoMix™ gummies but is also resurrecting the once-beloved Odwalla® juice brand, re-engineered for today's health-conscious and flavor-seeking palate.

The move signals a significant strategic pivot for the company, best known for its iconic "little blue can" of fruit nectars. By stepping onto the floor of one of the nation's largest foodservice trade shows, Jumex is making a clear statement: it intends to move beyond the international aisle and become a mainstream force in the highly competitive U.S. food and beverage landscape.

Odwalla's Second Act: A Legacy Brand Reimagined

Perhaps the most audacious element of Jumex's new strategy is the revival of Odwalla. A pioneer of the fresh juice movement founded in 1980, Odwalla was acquired by The Coca-Cola Company in 2001 for $181 million. For years, it was a fixture in the premium beverage case, but faced with mounting competition and shifting economics, Coca-Cola discontinued the brand in 2020, citing an inability to make the brand cost-effective.

Now, through a licensing deal with Full Sail IP Partners, which acquired the brand from Coca-Cola in 2021, Jumex is breathing new life into the name. This is not merely a re-release; it's a complete overhaul. The new Odwalla lineup is meticulously crafted to meet the stringent demands of today's consumers. The juices are certified Gluten-Free, Non-GMO, Plant-Based, and Kosher, with a clean label that proudly states "no added sugar" and "no high-fructose corn syrup."

Leveraging its deep expertise in fruit, Jumex is rolling out intriguing flavor combinations like a Green Juice featuring pineapple, apple, and nopal cactus, and a vibrant Orange Guava Ginger blend, alongside a classic 100% Orange Juice. To preserve the taste and nutritional integrity that a brand like Odwalla demands, Jumex is employing advanced pulsed electric field (PEF) processing, a non-thermal pasteurization method designed to be gentler than traditional heat treatments.

The revitalized brand is already gaining a foothold, with products available in over 400 stores across Southern California. This strategic relaunch aims to capitalize on both the lingering brand recognition of Odwalla and the powerful, enduring consumer trend toward functional, transparent, and better-for-you beverages.

Beyond Beverages: Jumex Enters the 'Swicy' Snack Market

While the Odwalla revival targets the competitive juice aisle, Jumex is simultaneously carving out a new space for itself in the booming snack market with its GoMix™ gummies. This move represents a bold diversification, extending the company's fruit-centric heritage into confectionery. The U.S. better-for-you snack market, valued at nearly $13 billion in 2024, is projected to grow at a steady 7.4% CAGR through 2030, and Jumex is poised to capture a piece of it.

GoMix™ gummies are crafted with real fruit juice and are free from artificial colors and high-fructose corn syrup, hitting key benchmarks for the clean-label consumer. However, their true innovation lies in the flavor profile. Available in an Original Mix and a Spicy Original Mix, GoMix™ delivers a distinctive "swicy" (sweet and spicy) taste inspired by traditional Mexican flavor profiles. This unique offering taps directly into a growing consumer appetite for adventurous and globally inspired flavors.

In a crowded gummy market—where the adult segment now accounts for over 65% of sales—a unique selling proposition is critical. By infusing its product with a distinct cultural identity and a bold flavor experience, Jumex is differentiating GoMix™ from the countless competitors focused solely on fruit flavors or vitamin fortification. The product is currently rolling out in select Albertsons stores in West Texas and New Mexico, with a nationwide launch at select Walmart locations on the horizon.

A Strategic Play for U.S. Dominance

Jumex's appearance at the NRA Show is the linchpin of its U.S. expansion. The event is a gateway to the massive foodservice channel—restaurants, cafeterias, hotels, and more—which increasingly demands products that align with consumer health trends. With over half of consumers trying to eat more plant-based foods and an overwhelming majority prioritizing ingredient transparency, the new Odwalla juices and GoMix™ gummies are well-positioned to appeal to foodservice buyers.

This B2B strategy complements a robust retail push. The company is leveraging its existing nationwide distribution network, which already places the core Jumex brand in most of the top 100 U.S. retailers. The planned expansion of both Odwalla and GoMix™ into Walmart stores and Walmart.com will dramatically increase accessibility, moving the products from regional tests to the national stage.

This multi-channel approach demonstrates a sophisticated understanding of the modern market. Jumex is not just launching products; it is building an ecosystem where consumers can discover its brands in a restaurant, purchase them at their local supermarket, and order them online. This strategy is designed to build brand awareness and loyalty across multiple touchpoints.

Navigating a Crowded and Evolving Market

Jumex's ambitious plan is not without its challenges. The natural juice category is fiercely competitive, with established players like Naked Juice and Suja Juice commanding significant market share. While the overall juice market has seen declines, the premium, functional, and clean-label segments where Odwalla is positioned are experiencing growth. Success will depend on Jumex's ability to communicate the revived brand's quality and unique flavor propositions effectively.

By leveraging its decades of experience in fruit processing, its substantial manufacturing capacity, and its established U.S. distribution channels, Grupo Jumex is making a calculated and powerful move. The company is betting that by combining the nostalgia of a beloved American brand with the authentic, bold flavors of its Mexican heritage, it can successfully capture the attention and loyalty of a new generation of U.S. consumers.