JM | Nov 13, 2020

Trade Winds enters flavoured milk market with capital investment of US$3 million

/ Our Today

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Introduces two new flavoured milk products

Local beverage producer Trade Winds Citrus Limited has carried through with its plan of entering the flavoured milk produce market with the introduction of two new products.

The new brands come one month after Trade Winds, a household name in the manufacturing of premium quality juices – under its Tru Juice and Freshhh brands, bought the assets of milk, juice and drink manufacturer, Jamaica Beverages. Jamaica Beverages is established in the chilled milk category for both plain and flavoured milk with its popular Dairy Farmers brand.

The new products came about from a US$3 million investment in a new manufacturing line at Trade Winds Bog Walk factory. The two products are now on the market under their newly released brands of TruSHAKE and Tru-Almond. 


By coming to the market with these two new products, Trade Winds is revolutionising the nutrition and plant-based milk beverage market which is said to be dominated by exports of up to 70 per cent. TruSHAKE is specifically designed to rival existing products and satisfy consumers’ need for a highly nutritious product which is also affordable.

Peter McConnell, managing director of Trade Winds. (Contributed)

It is suitable for all ages and is offered in a convenient cupboard-friendly 250mL Tetra Pak package. Each serving contains 9g of protein, 30 per cent of the daily calcium requirement along with 24 key vitamins and minerals.

It is essentially a meal in a bottle to accommodate fast-paced on-the-go lifestyles. Currently the product is available in a vanilla flavour, but there are plans to launch other new and delicious flavours in 2021.

Tru-Almond is breaking into the domestic almond milk market which is mostly dominated by imported products. Tru-Almond is another delicious creamy alternative to dairy and soy milk.

The product, which is lactose free and calcium enriched, is offered in a cupboard friendly 1L Tetra Pak package. Both products are locally produced at the Trade Winds factory in Bog Walk, St. Catherine.


Tru-Almond is packaged on the company’s existing 1L Tetra Pak line. Distribution has already commenced for both TruSHAKE and Tru-Almond. True Juice reports that consumers can look out for these products when shopping in supermarkets and wholesales.

Commenting on the launch of the two flavoured milk products, Trade Winds Managing Director, Peter McConnell said, “these new product offerings are in keeping with Trade Winds’ growth trajectory for 2021 – which incorporates diversification, expansion and innovation as our key business strategies.”

For her part, Tru-Juice Marketing Manager Lauren Mahfood stated that “at Trade Winds the consumer is always at the forefront of our product development. We wanted to create a nutrition shake that was healthy, delicious, affordable, and easy to consume; and that is exactly what we did”.
Trade Winds Citrus is a proven premium quality producer with leading brands Tru-Juice and Freshhh renowned in the marketplace.



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