What Jumex does

Jumex (legal name: Grupo Jumex) is a 100% Mexican, privately held food and beverage company founded in 1961 and headquartered in Mexico City, operating under the ownership of diversified conglomerate Vilore Foods (which also controls La Costeña). The company manufactures and distributes a broad portfolio of fruit-based beverages across 16+ sub-brands, including juices and nectars (Jumex, Jumex Único Fresco, Jumex Cero, Jumex Vigor, Jumex Bida, Blist, Pau Pau), children's drinks (Jumexito, Pau Pau), sports hydration (Jumex Sport), functional hydration (Jumex Hydrolit, Hydrolit +Advance), energy drinks (XOT Energy), purified and mineralized water (Jumex Mía), carbonated fruit drinks (Frutástica, XODA, Jumex Amí), and tomato/clam juice (Kermato). Core manufacturing technology centers on fruit-based beverage processing, packaging innovation (notably the proprietary "Lata Botella" can-bottle format pioneered in 2007), and multi-format packaging including cans, glass, Tetra Brik, and Tetra Prisma. In 2026 the company expanded beyond beverages into snacks with the launch of GoMix fruit gummies.

The business model is traditional consumer packaged goods: Jumex generates revenue through one-time unit sales of its branded beverage and snack products via retail distribution channels. In Mexico, products are sold across supermarkets, convenience stores, and 'tienditas' (corner stores), with consumer segments spanning general family consumption, children, athletes and fitness consumers (via Liga BBVA MX Femenil and Olympic athlete sponsorships), and health-conscious consumers (via zero-sugar and functional lines). In the United States, the company is executing a coordinated expansion through major retailers including Walmart (national rollout of Hydrolit +Advance; GoMix Gummies in Texas, Iowa, Illinois), Albertsons (West Texas, New Mexico), and 400+ Southern California grocery stores for the Odwalla juice line. Marketing leverages sports sponsorships (Club América, Liga BBVA MX Femenil), entertainment sponsorships (La Casa de los Famosos), social media, and the cause-marketing 'Hidratación con Causa' program partnered with the Kardias Foundation. Pricing is not publicly disclosed and follows standard supermarket and convenience store price points in both Mexico and the U.S.

Name

Jumex

Legal name

Grupo Jumex

Website

https://jumex.com

Company type

Private

Founded year

1961

Operating status

Operating

Short description

Jumex is a 100% Mexican, privately held beverage company founded in 1961, owned by Vilore Foods, that manufactures and distributes 16+ fruit-based beverage sub-brands — juices, nectars, sports drinks, functional hydration, energy drinks, and water — across Mexican retail and an expanding U.S. footprint through Walmart, Albertsons, and other grocery banners.

Ownership category

akta.pro rank

Product category

Non-alcoholic fruit-based beverages

NAICS

Soft Drink Manufacturing (312111), Other Snack Food Manufacturing (311919)

SIC

Beverages (2080), Food And Kindred Products (2000), Bottled & Canned Soft Drinks & Carbonated Waters (2086), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Juice & Nectar Production (Including Juice Drinks) (AFAFABAC)

akta.pro secondary industries

Sports Drinks & Hydration Beverages (CRADAHAK), Non-Carbonated Soft Drinks (Juice Drinks, Lemonades, Fruit Drinks) (CRADAHAB), Fruit Snacks & Dried Fruit (CRADABAJ), Still Soft Drinks & Flavored Waters (Non-Carbonated) (AFAFABAB)

Keywords

• Fruit juice beverages
• Nectar and juice production
• Functional hydration drinks
• Mexican beverage brand
• Snack and confectionery

Headquarters

HQ city

Mexico City

HQ country

Mexico

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Beverage Product Sales: Jumex generates revenue through the sale of its diverse portfolio of fruit-based beverages including juices, nectars, carbonated drinks, sports drinks, energy drinks, and functional hydration products. The company sells through retail distribution channels across Mexico and expanding into the United States market.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Jumex manufactures and sells a broad portfolio of fruit-based beverages under multiple sub-brands, including juices, nectars, flavored waters, sports drinks, energy drinks, hydration solutions, children's beverages, carbonated drinks, orangeades, and clamato. The company has expanded beyond beverages into the snack category with the GoMix fruit gummies line, made with real fruit juice. Products are sold through retail distribution channels across Mexico and the United States.

Differentiator

Problem solved

Functional benefit

Brands

• Jumex Único Fresco®: 100% natural juice with Anti-OX properties
• Jumexito®
• Jumex Cero®
• XODA®
• Jumex Sport®
• Jumex Amí®
• Jumex Mía®
• Jumex Hydrolit®
• Frutástica®
• XOT Energy®
• Blist®
• Jumex Bida®
• Pau Pau®
• Jumex Vigor®
• Kermato®
• Odwalla®
• GoMix™

Products and services

• Jumex Juices and Nectars Jumex's flagship line of fruit juices and nectars made with real fruit juice and pulp, available in various flavors and formats including the iconic 335 ml can, glass bottles, and Tetra Brik cartons. Targeted at general Mexican consumers for everyday family refreshment.
• Jumex Hydrolit +Advance Functional hydration beverage with electrolytes, no sugar, and no calories, designed for health-conscious consumers seeking hydration benefits. Winner of the 2026 Product of the Year USA Award in the Hydration category, selected by 40,000 American shoppers surveyed by Kantar.
• Jumex GoMix Gummies Fruit gummies made with real fruit juice, available in Original Mix and Spicy Original Mix varieties. Marks Jumex's entry into the snack and confectionery category beyond its traditional beverage portfolio, distributed through Walmart and Albertsons in the U.S. market.
• Jumex Sport
• XOT Energy Caffeinated energy drink with fruit juice and Mexican-inspired flavors. Part of the broader Jumex caffeinated beverages market partnership with AriZona.
• Jumexito Children's Juice 100% fruit juice enriched with vitamins B3, B6, and B12, designed for children, with no added sugars and kid-friendly packaging featuring Paw Patrol and Lilo & Stitch collaborations for school lunchbox occasions.
• Jumex Cero Zero-sugar juice with less than 20 kcal per serving, designed for health-conscious consumers seeking fruit-based beverages without added sugar.
• Jumex Mía Purified Water Purified and mineralized water positioned with cause-marketing tied to gender equality and the Hidratación con Causa initiative supporting Liga BBVA MX Femenil and the Kardias Foundation.
• XODA Premium Sodas Premium sodas with fruit juice and mint extract, low in calories, targeting consumers seeking differentiated carbonated beverage options.
• Kermato Clamato Tomato and clam juice beverage (clamato) with spices, part of Jumex's specialty beverage range for traditional Mexican flavor occasions.
• Odwalla Juices Odwalla juice line distributed by Jumex through Vilore Foods in the U.S. market, available in 400+ Southern California grocery stores with national expansion planned for Q2.

Quantifiable outcome

• 2026 Product of the Year USA Award Winner in Hydration category, selected by 40,000 American shoppers surveyed by Kantar

Named customers3 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Eight partnerships are on record, tiered core, flagship and minor.

• Liga BBVA MX FemenilcoreStrategic or Co-development PartnerJumex serves as official hydrator of the Liga BBVA MX Femenil through its 'Hidratación con Causa' campaign. The partnership supports women's football development in Mexico, with Jumex Sport, Jumex Hydrolit, and Jumex Mía products supporting the 18 teams of the league. Per liter sold, Jumex contributes to the development of women's football.
• Kardias FoundationcoreStrategic or Co-development PartnerJumex Mía partners with Kardias, a civil organization dedicated to facilitating access to high-specialty medical care for Mexican children born with heart disease. The partnership includes the annual Carrera Kardias TUDN running event that raises funds for heart surgeries for children from low-income families.
• Club AméricaflagshipGTM or Marketing PartnerJumex is an official sponsor of Club América, one of Mexico's largest football teams. The partnership brings the brand to fans through stadium presence, with Jumex accompanying the fanbase 'con sabor, energía y orgullo' (with flavor, energy and pride).
• La Casa de los FamososflagshipGTM or Marketing PartnerJumex is an official sponsor of 'La Casa de los Famosos' (Big Brother celebrity show), positioning the brand alongside popular entertainment content. The sponsorship connects the brand with Mexican and Hispanic audiences during prime-time viewing.
• Vilore FoodsflagshipOthersVilore Foods is the parent company of Jumex and manages the brand along with other heritage Mexican brands like La Costeña. Vilore Foods celebrated Día de Muertos with dual celebrations in New York City and San Antonio involving Jumex and La Costeña brands.
• AriZonacoreStrategic or Co-development PartnerJumex has a partnership expansion with AriZona in the caffeinated beverages market. The partnership is mentioned as one of the major industry developments in the global caffeinated beverages market projected to reach USD 479.74 billion by 2032.
• WalmartcoreChannel Partner/ Reseller/ DistributorWalmart serves as a major U.S. retail distribution partner for Jumex products. The company completed a rollout of GoMix Gummies into select Walmart stores across Texas, Iowa, and Illinois, plus Walmart.com. Hydrolit +Advance is available nationwide at Walmart and other retailers.
• AlbertsonsminorChannel Partner/ Reseller/ DistributorAlbertsons serves as a retail distribution partner for GoMix gummies in West Texas and New Mexico markets as part of Jumex's initial U.S. retail expansion strategy.

Scale indicators3 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Bonafont: Bonafont is a leading Mexican bottled water brand owned by Danone with national distribution. It competes directly with Jumex Mía in the purified and mineralized water segment and shares the Mexican mass-market retail channel strategy.
• Jarritos: Jarritos is a heritage Mexican soda brand with strong US Hispanic distribution. It competes directly with Jumex's Frutástica and XODA carbonated fruit-flavored beverages and shares the Mexican-heritage brand positioning aimed at Hispanic consumers.
• AriZona Iced Tea: AriZona is a broad-line beverage company and Jumex's strategic partner in the caffeinated beverages market. Their portfolio overlap spans fruit-based drinks, energy, and iced beverages, with shared target consumers and complementary distribution.
• Electrolit: Electrolit is a Mexican pharmaceutical-grade hydration beverage with strong US Hispanic market share. It is a direct competitor to Jumex's Hydrolit line in the functional hydration category and exemplifies the same Mexican-origin hydration playbook Jumex is executing.
• Del Valle: Del Valle is the leading juice and nectar brand in Mexico, now part of Coca-Cola FEMSA's portfolio. It is Jumex's most direct head-to-head competitor in the Mexican juice/nectar category, with comparable SKU breadth across fruit flavors and packaging formats.
• Sidral Mundet: Sidral Mundet is a Mexican apple-flavored soda owned by Coca-Cola FEMSA, positioned as an iconic Mexican heritage brand. It competes with Jumex's XODA and Frutástica lines in the Mexican soda category and shares similar nostalgia-driven brand positioning.

Broad incumbents

• Vitaminwater (Glaceau): Vitaminwater is a Coca-Cola-owned functional hydration brand with strong lifestyle positioning. It competes with Hydrolit +Advance in the US functional hydration space and represents the kind of well-resourced incumbent Jumex must out-position with its Hispanic heritage and award credentials.
• Gatorade: Gatorade is PepsiCo's flagship sports drink brand and the dominant player in the sports hydration category worldwide. It competes with Jumex Sport in Mexico and represents the scale competitor Jumex must differentiate against in sports performance positioning.
• Tropicana: Tropicana is a leading US juice brand owned by PepsiCo with broad national distribution. It competes with Jumex's core juice and nectar portfolio at US retailers and represents the scale incumbent Jumex must displace or differentiate against in its US expansion.

Emerging players

• Bodyarmor: BodyArmor is a fast-growing sports and hydration beverage now owned by Coca-Cola. It competes with Jumex Sport and Hydrolit +Advance across the US sports and functional hydration categories and exemplifies the well-capitalized challenger dynamic Jumex faces.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/profile.php?id=61574177817572
• Instagraminstagram.com/frutastica.oficial
• Xx.com/oficialjumex
• LinkedInlinkedin.com/company/jumex

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Jumex