Odwalla Set for Revival as Jumex Plans to Reintroduce the Smoothie Brand
Premium juice brand Odwalla is making a comeback under new ownership, nearly five years after Coca-Cola discontinued it. Mexican beverage company Jumex has acquired the once-popular brand and intends to bring it back to market, signaling a renewed focus on premium, health-conscious beverages.
Jumex Steps In to Revitalize Odwalla
Jumex, one of Mexico’s largest juice producers, has purchased the Odwalla brand from Coca-Cola, which shelved the product in 2020 due to challenging sales and distribution concerns. The acquisition aligns with Jumex’s strategy to expand its footprint in the U.S. beverage industry, particularly within the premium juice and smoothie segment.
The company has yet to disclose full details of its relaunch plan, but sources suggest a targeted approach to capitalize on growing consumer demand for natural and functional beverages. Before its discontinuation, Odwalla was a key player in the premium smoothie category, competing with brands like Naked Juice.
Shifting Trends in the Juice and Smoothie Market
The smoothie and juice market has evolved significantly in recent years, with shifting consumer preferences favoring lower sugar content, clean-label ingredients, and functional health benefits. While major players like Coca-Cola have moved away from peripheral brands to streamline their portfolios, niche-focused companies are stepping in to cater to demand for premium, minimally processed beverages.
Jumex’s acquisition of Odwalla fits into this broader trend, giving the brand a second chance in a market that increasingly values health and wellness propositions. The success of new positioning strategies, such as reformulated recipes, sustainable packaging, or transparent sourcing, could determine Odwalla’s ability to reclaim market share.
Industry Implications
Odwalla’s return under Jumex’s stewardship could reshape the competitive landscape in the U.S. premium juice sector. If the relaunch meets consumer expectations, it may prompt further investment in the category and encourage other legacy brands to make a resurgence.
With retail shelves becoming more crowded with functional and plant-based beverage options, Odwalla will need a strong marketing and distribution strategy to differentiate itself. Industry professionals will be closely watching how Jumex navigates these challenges as it reintrodu