THE newly launched sorrel hibiscus drink has beaten sales targets by more than 30 per cent, signalling strong demand beyond the Christmas season and marking an early win for Salada Foods Jamaica Limited’s diversification push.

“We had a sales target for what we were going to achieve in the first quarter, and we surpassed that projection by over 30 per cent,” General Manager Tamii Brown told Jamaica Observer following the company’s 61st annual general meeting.

Introduced last October ahead of the Christmas season, the product initially benefited from strong seasonal demand. However, Brown said sales have remained robust well beyond the holidays.

“What we have seen is that the feedback was overwhelmingly positive, and we haven’t seen any tapering off yet,” she said. “It’s a testament to the fact that sorrel doesn’t have to be just a Christmas product. It’s something that can be enjoyed throughout the year.”

The powdered beverage, sold under the Mountain Peak brand in 18-gram sachets, is designed for both hot and cold preparation, allowing it to be consumed as a tea or chilled drink. Blending traditional Jamaican sorrel with hibiscus, the product is also positioned to tap into growing global demand for wellness beverages.

Developed with international markets in mind, the product features dual-language packaging in English and Spanish and is aimed at penetrating the US instant tea market where sorrel accounts for an estimated US$50-million segment.

“In the Hispanic and African communities, hibiscus drinks are enjoyed all year round because of their health benefits, and so what Salada has done is to position this single product to appeal across several demographics,” Brown told Business Observer.

The product has also been added to the company’s online offerings through Amazon, further expanding its reach to international consumers.

Its early performance places it among the company’s top-performing new products, alongside offerings such as its golden turmeric latte, even as Salada continues to expand a broader portfolio of non-coffee beverages.

“In terms of the new products we have launched, the Golden Turmeric Latte is still our leading contributor to revenue but the sorrel hibiscus in its first quarter has already outperformed other products we introduced previously,” Brown said.

Over the past five years the company has introduced about 12 new products, including ginger- and turmeric-based beverages, as part of a deliberate strategy to move beyond coffee.

“There was a time when Salada was synonymous only with coffee. While we remain the coffee company of Jamaica we have also staked our claim as leaders in ginger, turmeric and now sorrel,” Brown said.

The diversification push comes as Salada continues to grow revenue despite margin pressures. For the financial year ended September 30, 2025 the company posted record revenues of $1.6 billion — up nearly eight per cent year on year — driven by 12 per cent growth in domestic demand.

However, higher global coffee prices and increased administrative and promotional expenses weighed on profitability, with net profit coming in at $171.5 million.

For the first quarter ended December 31, 2025, revenues declined by nearly 10 per cent to $360.4 million, partly reflecting the impact of Hurricane Melissa on the agricultural sector, while net profit fell 36 per cent to $32.1 million.

“Despite the challenges, as we look ahead our focus is on expanding our footprint, maintaining operational excellence, and continuing to diversify our product portfolio. Those pillars will guide our pursuit of sustainable growth,” Brown said.

BROWN…we had a sales target for what we were going to achieve in the first quarter, and we surpassed that projection by over 30 per cent

Salada shareholders voting on resolutions during the company’s 61st AGM held on March 12, 2026 at the Jamaica Pegasus hotel.