Amul to launch its juice brand ‘Tru’

Amul, the famous brand with its milk products is planning to enter in the thousand-crore packaged juice market with its proposed line of fruit juices under the brand name ‘Tru’. It is expected that the milk major will launch its product by the end of February.

Amul to launch its juice brand 'Tru'

Amul to launch its juice brand ‘Tru’

The product will be available in four flavours – Mango, Orange, Litchi and Appleand. As per the report, the drink will be promoted as a fruit-nutrition drink and the drink might contain 10 percent milk solids. The packaged juice is likely to come in the usual packaging of 200 ml and will be priced at Rs 10 in the first phase and the dairy major could launch tetra paks in the second phase of the rollout.

The development comes at a time when companies like Dabur, ITC and PepsiCo are scaling up presence in the category by launching new variants and even juices with fizz. Dabur’s Real juice is the market leader, followed by PepsiCo’s Tropicana and ITC’s B Natural.

These juices are likely to be manufactured in Amul’s Godhra and Gandhinagar facilities. So far, Amul has manufactured only milk-based beverages like Amul Kool, Amul Kool flavoured milk, Smoothies, etc.

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