S. M. Jaleel and Company
| Private | |
| Industry | Beverages |
| Founded | San Fernando - 1924 |
| Founder | Sheik Mohameed Jaleel |
| Headquarters | Otaheite, South Oropouche, Trinidad |
Area served | Worldwide |
| Website |
SM Jaleel & Company Ltd, also known as SMJ, is the largest manufacturer of non alcoholic drinks in the English speaking Caribbean. Since inception in 1924 their portfolio of beverages are distributed to over 60 countries worldwide.
SMJ’s products include a wide array of soft drinks, fruit juices, purified and flavoured water, energy drinks, and other fruit flavoured beverages.
SMJ's blow molding facility is the largest in the Caribbean where they manufacture their own PET bottles in different shapes and sizes for their numerous products.
The company was also the first in the world, in conjunction with Reynolds Metals Company, to fill fruit juices in aluminum cans using nitrogen technology in the 1980s, thus eliminating the need for artificial preservatives in the product.
Currently, SMJ’s products are found in over half a million wholesale and retail stores worldwide, including Walmart and other international retailers. The company has more than 2000 employees in five continents.
History and Timeline
| 1924 | Founded
S.M. Jaleel was founded by Sheik Mohameed Jaleel, and was located at the corner of Keate and Prince Alfred Streets in San Fernando, Trinidad & Tobago with a twenty five (25) member staff. |
| 1930 | Jaleel Beverages
S.M. Jaleel’s factory moved to Sheik Mohammed Jaleel’s home at 7 Prince Alfred Street in San Fernando, Trinidad & Tobago. The first product was launched, “Jaleel Beverages” and was distributed using traditional horses and carts. |
| 1938 | Wonder and Applette Launched
Just before World War II “Wonder” and “Applette” brands were launched. |
| 1938 | Joe Luis Punch Launched
When Joe Luis the world heavyweight champion, was brought to Trinidad by SMJ, “Joe Luis Punch” was developed in his honour. |
| 1950 | Red Spot Launched
The renowned “Red Spot” brand was developed. Automated lines were introduced, and there were 10 trucks in the company’s fleet. Also in this year, SMJ’s factory was commissioned in Grenada. |
| 1968 | Dixi Cola Launched
The “Dixie Cola” brand was launched. |
| 1975 | Mr. Shaffikool Mohammed
SMJ sold to family member Mr. Shaffikool Mohammed. |
| 1977 | Company’s founder dies
Sheik Mohammed Jaleel, the company’s founder, dies. |
| 1980 | New Chairman Appointed
Dr. Aleem Mohammed took the position of Chairman and CEO of S.M. Jaleel & Co. Ltd. This year was also significant as S.M. Jaleel’s factory moved into The Otaheite Industrial Estate in South Trinidad, and this remains the headquarters of the Company. |
| 1981 | Cole Cold Launched
Launch of the Cole Cold range of soft drinks in cans. |
| 1982 | Pear-D Launched
Launch of Pear-D in cans, which was positioned as the flagship of the Cole Cold brand. Additionally, in this year SMJ was awarded the 7-UP franchise for Trinidad & Tobago. |
| 1983 | Fruta Juice Drinks Launched
Launch of the Fruta range of juices in cans. |
| 1984 | Jaliter
The 2L range of soft drinks was introduced under the name Jaliter. |
| 1986 | Caribbean Cool Drinks Launched in the UK
Caribbean Cool drinks launched in the United Kingdom. |
| 1987 | Capri Sun Franchised
SMJ was appointed Caribbean Franchise Holders for Capri Sun in 1L PET packaging. |
| 1987 | Cadbury Schweppes Franchised
SMJ was awarded the Cadbury-Schweppes franchise for the manufacture and distribution of Schweppes soft drink products throughout the Caribbean Market. |
| 1988 | Market shares jump
SMJ’s market share jumped from 1 percent to 30 percent in 18 months! |
| 1992 | Distributing Pepsi
SMJ Beverages UK Limited was incorporated for the distribution of SMJ’s brands in the UK. |
| 1993 | Chubby Soft Drinks Launched
The launch of SMJ’s flagship brand Chubby, a carbonated range of soft drinks targeted to children 4 to 9 years old in a special patented PET package. |
| 1996 | Exporter of the Year Award
SMJ cops five( 5) Prime Minister Exporter of the Year awards in Trinidad & Tobago, including largest exporter in the non-petroleum sector. |
| 1997 | Busta Soft Drinks Launched
Launch of Busta soft drink range in PET bottles |
| 1997 | Subsidiary in Guyana Incorporated
Guyana Beverages was incorporated for distribution of all SMJ brands. |
| 1997 | Subsidiary in Barbados Launched
SMJ and Goddard Enterprises formed a joint venture to buy BIM Beverages in Barbados. The Busta and Chubby brands were bottled in Barbados by SMJ Beverages Barbados. |
| 1999 | Subsidiary in Jamaica Launched
Jamaica Beverages Ltd. opens operations in Kingston and Montego Bay Jamaica, to distribute Chubby and Busta. |
| 1999 | Red Spot Relaunched
Red Spot re-launched to commemorate 75th Anniversary. |
| 1999 | Chubby Launched in Canada
SMJ signs a franchise agreement with Cott Corporation for Chubby. |
| 1999 | Haiti Beverages Launched
Joint venture between SMJ and Culligan in Haiti for the distribution of Busta, Chubby and Fruta. |
| 1999 | Chubby Launched in Brazil
Joint venture between SMJ and Empresa Brasileria de Distribuicao Ltda for distribution of Chubby in Brazil. |
| 1999 | Chubby Launched in Mexico
Franchise agreement with Mundet S.A. de CV for Chubby in Mexico. |
| 2000 | S.M.J. Beverages St. Lucia Ltd. Launched
SMJ’s plant was opened in Vieux Fort, St. Lucia, producing carbonated soft drinks in PET bottles. The Chubby and Busta brands were bottled in St. Lucia to supply the islands in the Organization of the Eastern Caribbean, Dominica, St. Vincent & The Grenadines, Grenada, St. Kitts and Antigua. |
| 2000 | Viva Flavoured Sparkling Water Launched
The Viva range of flavoured sparkling waters was launched. |
| 2000 | Innovation Award
SMJ won the Prime Minister’s award for Innovation in Trinidad & Tobago. |
| 2004 | Fruta Kool Kidz Juice Drinks Launched
The Fruta Kool Kidz brand was launched in Tetra Pak packaging in a 200ml pack, which focused on offering a range of juice drinks to kids between the ages of 4 and 11 years old. |
| 2004 | Chubby Saudi Arabia Launched
Mohammed Abdul Aleem and Partners started operations to bottle and distribute Chubby in Damam Saudi Arabia, and for export to other Middle Eastern countries. |
| 2006 | Oasis Premium Bottled Water Launched
Oasis premium bottled water was launched. |
| 2007 | Fruta Juice Drinks in PET Launched
Fruta juice drinks were launched in plastic bottles using hot-fill technology. |
| 2007 | Caribbean Cool Drinks in PET Launched
The Caribbean Cool drink range was re-launched in plastic bottles using hot-fill technology. |
| 2008 | Fruta Juice Drinks launched in Tetra Pak Launched
Fruta was launched in 250ml Tetra Pak packaging. |
| 2008 | SMJ Acquires Trinidad Fruit Juice Range
SMJ acquired Trinidad Fruit Juice range of brands from Co-Operative Citrus Growers’ Association (CCGA). |
| 2009 | Tampico Drinks
SMJ was awarded the licence to produce Tampico juice drinks in the English-speaking Caribbean region. |
| 2009 | Fruta Juice Drinks - 1 Litre Launched
Fruta 1L range was developed |
| 2009 | Turbo Energy Drink
In 2009 SMJ entered the energy drink market with Turbo Energy Drink. |
| 2009 | Chubby Launched in South Africa
SMJ distributes Chubby in South Africa. |
| 2010 | Maaee Water Launched
SMJ Asia Limited was formed in India, producing and distributing the Maaee brand of water |
| 2012 | SMJ Acquires Jamaica Citrus Growers Limited
In 2012, SMJ acquired the assets of Jamaica Citrus Growers Limited, a manufacturer of fruit juices in Jamaica that was in receivership. |
Locations
SM Jaleel's headquarters reside at the Otaheite Industrial Estate in South Oropouche, Trinidad and Tobago.
With subsidiary offices in:
Products Manufactured and Distributed by SMJ
Juices & Juice Drinks
Fruta Fruta Kool Kidz Caribbean Cool Trinidad Juices Tampico
Carbonated soft drinks
Chubby Busta Cole Cold American Classic Seagrams
Water
Oasis Viva Island Mist Cool Runnings Mt. Pelier
Energy drinks
Turbo Energy Drink
Consideration for the Environment
- Approximately 10% of all virgin (rejected) bottles before being filled are sterilized and re-injected into the line.
- Re-use of the liners that come with the pallets of empty cans, for lining the sugar pallets, and the stacked finished product.
- Collection of wasted water in special pipe lines to re-use for cooling equipment on the plant.
- Since 2004 SMJ has been making PET bottles lighter in weight by using less material in its composition to create less post consumer waste.
- Sale of all post industrial material (returned bottles, cans and plastic), cardboard, pallets and metal drums to recycling companies.
- Use of shredding machines both in Barbados, which shred returned plastic (PET) bottles (post consumption). The shredded plastic is packed in sacks and exported to international recycling companies. The PET flakes are used by these companies to make various things like carpeting, wall insulation, and polyester t-shirts.
- Purchase of large quantities of oranges and grapefruit from local farmers for use in the freshly squeezed juice products (for Trinidad Juices - Not from concentrate). The peel from these fruits are processed to make animal feed.