WITH the ban on sugary drinks now in effect, beverage maker Coldfield Manufacturing Ltd has diversified its product offerings to include a line of zero-sugar single- serve drink, Big Jo Z.

The manufacturer of Big Jo bag drinks is looking for an even larger share of the ‘schoolers’ market with the drinks which will be available in six flavours — Devine Cherry Pine, Limeade Blues, Fruit Crush, Grape Shuffle, Very Berry Cherry, and Lemon Lyme.

Big Jo Z will be available in an 8 oz bag pouch, and 11.5 oz and 20oz in recyclable bottles. The products are priced at $25, $50 and $80, respectively. Coldfield has already stacked the no-sugar drinks on supermarket shelves across the island, as parents look for healthier options with the reopening of schools.

But the producer of Country Style and Pure Country Premium Juice is not just looking to take on the local market with its new line of product.

“We are looking all over the Caribbean, but Trinidad and Barbados have put in similar no-sugar measures, so they are looking for products schoolskids can enjoy,” managing director of Coldfield Manufacturing Ltd, Brett Wong told the Jamaica Observer. He was speaking at the launch of the drinks on Thursday which was held at the Clan Carthy Primary School.

“There is a lot of potential in Jamaica and with our new product line, our customer based will expand. The export market is attractive to us but we are concentrating on the Jamaican market first,” Wong continued.

The company also has plans to further diversify its portfolio of products with reduced sugar juices under the brand Country Style Lite and a refreshing Country Style Spring Water.

The two products are expected to hit the market later this month, with the Country Style Lite being packaged in 16 oz and 10 oz.

“Coldfield Manufacturing is leading the way and taking action to support the Government’s restrictions on sugary drinks in schools. Big Jo Z will provide the same new and exciting flavours that kids enjoy and that parents can remember from when they were growing up, but with zero sugar,”

“Jamaica grew up on Big Jo, and now that policies are changing, Coldfield is taking the lead on the issues that matter to the Government and the people of Jamaica.”

In making the announcement to restrict sugary drinks in schools and public health institutions, Minister of Health, Christopher Tufton argued that there was evidence that excessive consumption of drinks with added sugar helps to generate non-communicable diseases.

Statistics from the ministry shows that approximately 70 per cent of Jamaican children consume one or more sugar-sweetened beverages per day. As a result, the prevalence of obesity in adolescents 13 to 15 years increased by 68 per cent and doubled in boys over the past seven years.

Big Jo will be sold in school canteens, public health facilities and will also be available island-wide.

A manufacturer in the beverage industry for the past 25 years, Coldfield hopes to further position itself as a leader in the industry with an initial public offering, possibly raising millions to broaden its expansion plans.

“An IPO is quite a possibility; we have been approached by a lot of the investment houses. We have a very strong balance sheet, excellent reputation and the succession from my father to the next generation. So there are a lot of good things happening for our company, the main thing is that we want to ensure that our customers are satisfied,” Wong told the Sunday Finance.