Jumex and AriZona expand partnership with new energy drink launch

Grupo Jumex and AriZona Beverages have expanded their collaboration with the U.S. launch of Jumex Energy, a line of fruit-forward energy drinks that blends fruit nectar with functional performance ingredients. The debut includes Mango and Strawberry flavors, two lightly carbonated flavors with 150 mg of caffeine; Vitamins C, B5, B6 and B12; and a blend of taurine, guarana and ginseng.

Jumex sees this launch as a response to consumer demand for authentic and flavorful functional beverages. Salvi Folch, CEO of Grupo Jumex, said Jumex Energy reflects what consumers want: “vibrant, flavorful and full of energy.”

AriZona brings its established U.S. distribution and manufacturing capacity to support the rollout, deepening its relationship with Jumex following previous collaboration in the non-alcoholic and hard beverage space.

As a fast-growing beverage category, energy drinks present an opportunity for brands to combine taste, brand heritage and performance functionality. Jumex and AriZona say they aim to reach consumers “on the go,” positioning the product for convenience services locations as well as convenience stores, gas stations and other high traffic retail channels.