Dairy major Amul has entered the packaged food juice segment by launching ‘Tru’ fruit juices in four flavours – Mango, Orange, Apple and Lychee. These are priced at INR 10 for a 200ml bottle.
It is collaborating with Almond Branding for end-to-end brand building, packaging design and communication design. It will also develop the retail visibility and social media launch communication for the brand.
Saswata Das, founder director, Almond Branding said, “The fruit beverage market is already cluttered with a plethora of players. We had to make Amul’s entry eventful so that it quickly wins the hearts of consumers. The TRU brand name is short, catchy, easy to recall, easily extendable and also has a good sound value.”
Almond Branding has been associated with Amul for over almost a decade now. Almond has been the force behind all major beverage launches last year like Amul Kadhai Doodh, Haldi Doodh, Gur Doodh and Amul Milkshakes. Almond had also been the strategic branding & design partner for Amul’s foray into mocktails with Amul Irish Drink and Amul Pina Colada.
Technopak has valued the current Indian packaged juices market at INR 1100 crore and said that it is projected to grow at a CAGR of 15% over the next three years. Within the beverages market, the fruit-based beverages category is one of the fastest growing categories, and has grown at a CAGR of over 30% over the past decade.
The packaged fruit juices market can be divided into three subcategories, viz. fruit drinks, juices, and nectar drinks. Fruit drinks, which have a maximum of 30% fruit content, are the highest-selling category, with a 60% share of the market. Frooti, Jumpin, Maaza, etc. are the most popular products in this category.
Fruit juices, on the other hand, are 100% composed of fruit content, and claim a 30% market share at present. In contrast, nectar drinks have between 25% to 90% fruit content, but account for only about 10% of the market.