Amul enters Rs 1,100-crore packaged juices segment with 'Amul Tru'

Amul has entered the Rs 1,100-crore packaged food juices segment by launching ‘Amul Tru’ in four flavours – mango, orange, apple and lychee, and is priced at Rs 10 for a 200 ml bottle.

Almond Branding crafted the launch strategy from creating the brand name, to brand positioning, brand identity, packaging design and communication design. Almond Branding is also working on developing retail visibility and social media launch communication for the brand. The name ‘Tru’ goes well with the ethos of the brand Amul of being ‘superior quality’ and ‘trustworthy’.

Fruit nutrition was the most important reason identified by Almond Branding as to why the consumer will buy the brand and eventually like it. The core essence of the brand, being pure to the core, is captured in a simple and modern typeface of the logo.

The packaging has transparent labels to the Pet bottles where the fruit beverage inside can be flaunted. The visual hook is an appetising shot of the fruit plunging into a splash of juice, depicting the freshness of fruit that the brand is promising.

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 brand name we coined does just that. The brand name Tru is short, catchy, easy to recall, easily extendable and also has a good sound value. Surprisingly, there was no brief from Amul’s end except that they sent us the actual product samples and left the onus completely on us to create a brand around it.”

Almond Branding has been associated with Amul for over almost a decade now. Almond has launched Amul’s all major beverages last year like Amul Kadhai Doodh, Haldi Doodh, Gur Doodh and Amul Milkshakes and mocktails: Amul Irish Drink and Amul Pina Colada.

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