Jumex enters gummy candy market with GoMix launch

Jumex has introduced its first confectionery product line, Jumex GoMix gummies, marking the brand’s move beyond its core fruit beverage business and into the gummy candy category in the United States.

Available in Original Mix and Spicy Original Mix, the gummy candies are made with fruit juice and do not contain high fructose corn syrup. The flavors are based on the same fruit profiles that anchor the brand’s nectars, including mango, strawberry, peach and guava.

The Original Mix was developed to provide the juicy, fruit-forward taste of Jumex beverages in a gummy format. The Spicy Original Mix adds a sweet-heat option; the gummies are dusted with cayenne pepper, offering a Mexican-inspired flavor experience, according to the company.

“With Jumex GoMix, we’re bringing the essence of our brand — real fruit, real flavor, and real joy — into an entirely new space,” said Carlos Madrazo, country manager, Jumex USA, in a statement. “Consumers know and trust Jumex for its quality and authenticity. GoMix is our way of celebrating those same values in a fun, modern format that connects with both new and longtime fans of the brand.”

The launch positions Jumex to participate in the growing gummy candy segment while leveraging its existing brand recognition in fruit-based beverages. According to the company, Jumex GoMix gummies are beginning to roll out in select retailers and on the company’s website.