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Mar, 27 2019

Amul enters the packaged food juice segment

Amul will be offering fruit juices in four flavours, including mango, orange, apple and lychee, under the Tru brand.

Amul, India’s largest dairy brand, has launched Tru in collaboration with Almond Branding for end-to-end brand building, packaging design and communication design. With this launch, India’s largest dairy brand has entered into the packaged food juice segment.

Amul will be offering fruit juices in four flavours, including mango, orange, apple and lychee, under the Tru brand. Priced at Rs 10, the fruit juices are available in 200 ml bottles.

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. That was the best challenge thrown at us. Sipping these juices, the team at Almond would brainstorm for hours to identify the big idea and the core thought for the new brand being created," he added.

Das further stated, "The best part of working with Amul is that they treat us like equal partners in brand development. They lay trust on our expertise in the branding and design arena and show full faith to go with the suggestions and design solutions we propose. We truly get to work on it as our own brand – like real brand custodians."

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