Mexican juice brand Jumex is embracing functional hydration with its latest line launch: Jumex Hydrolit +Advance.
The Hydrolit +Advance line is available in Berries, Mango, Fruit Punch and Orange flavors in 15.5 oz. bottles, and blend energy with hydration via the addition of natural caffeine alongside electrolytes and choline.
The timing of the launch coincides with the beginning of football season. Jumex has also unveiled a new official sponsorship with the University of Texas at San Antonio (UTSA) athletic program. The NCAA Division I program – The Roadrunners – will feature Jumex Hydrolit +Advance at home games throughout the season with field-level signage, LED ribbon boards and in-game videoboard promotions.
The UTSA partnership kicked off this past weekend with the team’s season opener at the Alamodome arena on September 6.
In an email to BevNET, Edgar R. Vargas, director of growth and brand development at Jumex distributor Vilore Foods, said the new line aims to place Jumex in hydration, “one of the fastest-growing beverage categories, driven by consumer demand for functional options.”
“With our heritage in juices and strong consumer trust, Jumex is uniquely positioned to deliver hydration with flavor, quality, and authenticity + functionality on our Jumex Advance bringing innovation to the category,” Vargas wrote.
The company plans to have a “strong presence in key markets across the U.S.” Vargas added, particularly in Southwestern states where Jumex already has an existing consumer base, before making a harder nationwide push.
“Consumers want more from their beverages, for Jumex the hydration, energy, and performance,” he added. “By combining electrolytes with natural energy, Hydrolit +Advance stands out as a multifunctional solution that supports active, on-the-go lifestyles.”
The sports drink and hydration beverage space has experienced significant disruption in recent years from brands like BodyArmor, PRIME and another Mexican brand, Electrolit.
According to NielsenIQ, U.S. retail dollar sales for Electrolit grew 31% to over $592.8 million in the 52-week period ending August 9, 2025, with volume sales rising 29.9% in the same period. In contrast, the entire $10 billion sports drink category declined by 1.8% in the same period, as sliding sales for both PepsiCo (Gatorade) and PRIME weighed on the set.
For Jumex, the company will lean heavily into its UTSA alliance across channels and promotional platforms to position Hydrolit +Advance as “the performance beverage of choice for UTSA fans,” with in-store branding and product displays planned across the Texas market.
The launch also comes as Jumex has worked to expand its offerings through other means, including the acquisition of juice brand Odwalla – which relaunched in January under Grupo Jumex’s control – and other new branded innovations that seek out new use cases, like the alcoholic Jumex Hard Nectar brand.
The Hydrolit +Advance line provides Vilore Foods with a larger platform for innovation on the Jumex brand, as Vargas noted that the company intends to build deeper around the hydration occasion in the future.
“We see hydration as a platform, not just a product,” Vargas wrote. “Future innovations will bring new flavors, formats, and functions, ensuring Jumex continues to meet evolving consumer needs in health, performance, and wellness.”