the owners of trujuice beverages have pumped millions into new packaging and products and are about to take on a new segment of the juice market following a soft launch last year.partners, trade winds citrus limited and wisynco group first introduced a nonchilled juice drink in tetrapak packaging under its down market brand, squeezz, but did so without fanfare.now the company is taking the same step with its trujuice brand, under which it has developed a line of juice drink products for the nonrefrigerated market segment. managing director of trade winds, peter mcconnell, also referred to this segment as "ambient juices".trujuice is positioned as a premium brand of fruit juices sold in four sizes. trade winds will continue to market some sizes of the premium chilled juices in its current plastic packaging, however, the 1.75litre chilled trujuice is being repackaged in a gabletop carton, which will replace the traditional half gallon plastic bottle sold on the refrigerated shelf.the new products form part of the promised innovations under the beverage partnership struck between trade winds and wisynco in 2013, and have been made under a us3million capital investment programme, the companies said. that converts to around j340 million.wisynco took a 50 per cent stake in trade winds in the 2013 deal which saw the beverage and distribution company gaining ownership of 50 per cent of all assets, including the brands and associated companies, of trade winds. both companies have separate bases in st catherine.25 per centmarket sharewith the new line, the partners "expect to do over 700 million in revenue in 2015", said mcconnell.he said trujuice&39s introduction to the nonrefrigerated category of juices is also expected to take at least 25 per cent of that segment&39s market share.for now, only orange juice will be available in the 1.75 litre gabletop carton, however, mcconnell said all the juice flavours will eventually be repackaged, some of which will debut in coming weeks."this package is still in the chilled category, but it is a far more appealing package and is significantly more environmentally friendly," he said."there are also other sizes that we are looking at, but we cannot provide details at this time," mcconnell said.the additions have been made amid an overhaul of the trujuice brand, which is more than 20 years old and is competing against other juice labels. the brand is sold in three categories with nine flavours under the premium line, six in the nosugar added category, and three exotic flavours, according to the company&39s website.squeezz, which is a young brand, comes in eight flavours."trujuice was long overdue for innovation and packaging renovation. we have an excellent quality juice, but we have been in the same look, feel and place for over a decade," mcconnell said.at its introduction, trujuice started in the traditional juice box or carton, then transitioned to the existing plastic bottles about 15 years ago, mcconnell said.the product has always been sold under the chilled segment, but the new tetrapaks positions the company to grab a slice of the nonrefrigerated market."trujuice has also always only been distributing chilled, which limits its availability and the occasions on which it could be enjoyed. with tetrapak technology, we can now offer the same quality product in a convenient readytodrink package that does not require refrigeration for distribution and storage," he said.the squeezz drinks introduced last august come in 200 millilitre cartons with a straw."the initial brand that we produced from the line was squeezz juice drinks. now that we are comfortable with the capabilities of the production line and its ability to maintain the high quality standards that trujuice demands, we started production of trujuice on that line at the end of february 2015," mcconnell said.trujuice has also introduced a 200ml tetrapak. in this size, both brands are aimed primarily at children and young adults, mcconnell said, but may also be targeted the grab and go adult customer.wisynco remains the exclusive distributor."the vast majority of the volumes will be through the wholesale and retail trade, where we will compete against other nonchilled juices," mcconnell added.since the merger of the companies, wisynco has taken over all the sales and marketing functions of trade winds with the integration of both teams, mcconnell said, while noting that there have been some "teething pains during the transition" without going into specifics."we also continue to review all the potential synergies and opportunities that arise from this partnership," he said.tameka.gordon@gleanerjm.com 
