A month after acquiring drinks manufacturer Jamaica Beverages, Trade Winds Citrus has entered the milk market with a protein shake under the brand name Tru-Shake.

The product released last week will compete against the imported brand Ensure. Trade Winds also plans to launch a Tru-Almond milk by year end.

Production and distribution arrangements between Trade Winds and joint-venture partner Wisynco will be extended to include any new line of milk and beverages produced by the newly acquired Jamaica Beverages assets.

“This locally made product has the same amount of protein and nutrients as Ensure but is priced about 30 to 40 per cent cheaper, so we expect it to do very well,” said William Mahfood, chairman of Wisynco Group Limited.

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