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Ecuadorian entry

This article was originally published in Foodnews

JUGOS del Valle, part of the CocaCola Company, is to enter the Ecuadorian market. About 50 million litres of juice, worth US$100 million, are annually consumed in the country. Jugos del Valle's juices have so far only been available in a few retailers in Ecuador, as a product imported from Mexico or Brazil. The company has now decided to produce and distribute the drinks in the country. The beverage will be produced at the EBC Guayaquil plant, in single-size and family-size packaging, marketed at US$0.30 and US$0.75 respectively. The juice drinks market in Ecuador grew by 6% in 2007, according to a report published by Ipsa Group, and the most consumed flavours are citrus punch, lemon and orange, and mandarin. The fresh juice sector, on the other hand, grew 13% last year, with the most consumed flavours being peach, orange, mango, blackberry and apple.


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