Amul introduces Tru Seltzer, a blend of milk, real fruit juice and fizz

Food brand Amul is adding real fruit juice and milk solids to make it a fizzy drink of choice for the new generation.

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To strengthen its beverage product portfolio, it had launched a blend of milk and real fruit juice under the brand 'Tru' in February 2019.

The product, available in four flavours — mango, orange, litchi and apple, had received good feedback from the market and got 10% market share in the first quarter of launch.

One of the biggest beverage categories is carbonated soft drinks. But consumers are now moving away from sugary beverages that only contain water, sugar and fizz.

Amul researched deep into this category and figured that Seltzer, which originated more than 300 years ago, had never been explored in India. This was before the advent of modern medicine when naturally carbonated water, which bubbled to the surface in springs around the world, and spas sprung up where visitors could “take the waters”, were considered a powerful medicine.

As Seltzer shares an old connect with milk and dairy, Amul has launched Seltzer to provide consumers a healthy and tasty beverage.  Amul Tru Seltzer is a blend of dairy, fruits and fizz. The products contain goodness of dairy, real fruit juice, and exciting fizz. It is much more than just sugar and water, which every brand has been selling to Indian consumers. India's first Seltzer, Amul Tru Seltzer, is currently available in two flavours — lemon and orange. It is attractively priced at just Rs 15 for 200ml PET bottle.

Orange Seltzer contains 10% orange juice, no artificial colour and flavour and just 10% added sugar. Similarly, Lemon Seltzer contains 5% real lime juice, no artificial colour and flavour and just 9% added sugar.

While real fruit juice is a big plus, both Amul Tru Orange and Lemon Seltzer have goodness of milk solids, which no other beverage in India has.

Amul has created an attractive communication and point of sale promotion strategy for this new brand. The advertising campaign highlighting the product proposition "Dairy, Fruity, Fizzy" will also be aired on TV and social media. The teaser campaign in hoardings across the state, "Is it a Cola?", "Is it a Shake?" and "Is it a Juice?", a week before launch created lot of curiosity and had gone viral. An informative website www.amulseltzer.com also has been launched.

Having launched two flavours this week in the Gujarat market, Amul  will soon roll out many new variants such as Cola, Jeera and Apple, all made from real fruit, in PET bottles and will also introduce all flavours in smart can packaging also.

Globally, seltzers are made with infusion of juices and interesting flavours. It is has already emerged as the fastest growing category in the Western countries.

Amul deals in dairy beverages and has a portfolio comprising sub-categories such as flavoured milk, cold coffee, milkshakes, smoothies, traditional drinks like kadhai doodh, gur doodh, honey doodh, immunity boosting range like haldi doodh, tulsi doodh, ginger doodh, ashwagandha doodh, dairy-based mocktails, cultured drinks like buttermilk and lassi, etc.

Historically, people from Niederselters, a town in Germany bottled and exported their naturally carbonated water in 1787 and Americans called it seltzer. 100 years back, in 19th century, people started adding seltzer to milk either as refreshment or a tonic to cure diseases.

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