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.
“Very soon, we plan to start distribution of our locally produced milk as well and it will give us more opportunities to displace imports,” he said.
Trade Winds said in a release that US$3 million was invested in the new milk manufacturing line.
The beverage companies’ entry into the milk market will give fillip to the business that has been eroded under the pandemic, with the temporary lockdown of hotels, the continued lockdown of schools, and limited entertainment activity.
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