Lima, Feb. 14 - Low-cost Peruvian beverage company Ajegroup plans to launch a line of fruit juices in Mexico in March to steal away market share from Coca-Cola and Jumex, Aje's head of corporate affairs said on Thursday.
Ajegroup, which sells drinks in Latin America and Asia, already has operations in Mexico, where it has gained a foothold selling soft drinks at lower prices than competing brands.
"We're going to launch in March; it's a tough market," Aje's Alfredo Paredes told Reuters.
Fruit juices are expensive in Mexico, where per capita consumption of soda is higher than anywhere in the world, said Paredes. He hopes Aje wins market share by using low prices to lure customers from Mexican drink giants Coca-Cola and Jumex.
In November, a company formed by Coca-Cola Co and Mexican bottler Coca-Cola Femsa bought juice maker Jugos del Valle for $370 million.
Together, Jugos del Valle and Jumex control roughly 90 percent of the fruit juice market in Mexico, said Paredes.