Amul to challenge Real, Tropicana, Patanjali, will launch fruit juices soon

Feb 18, 2019

Amul is entering into the packaged juice market with ‘Tru’ juices, probably launching it by end of this month throughout the country.

Amul, a well-known brand in milk and milk products is all set to give a beat to beverage giants like BeNatural, Dabur’s Real, ITC, PepsiCo’s Tropicana and Patanjali with its proposed line of fruit juices under the brand name ‘Tru’. In the current scenario packaged juice market is worth Rs.1000 crore and how AMUL fares in this will be seen in time to come.

The drink will comprise of fruit-nutrition and the same might contain 10% milk solids. With Rs.10/- per pack, the juice will be available in 200ml packs.  ‘Tru’ juice will be available in four flavours variants  — Mango, Orange , Litchee and Apple.

Amul is already playing in dairy beverages like Amul cafe, Amul cool, flavoured milk and Amul lassi etc..  The launch of ‘Tru’ will enhance and diversify the company’s profile in beverages in near future.

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