Amul enters fruit juice market

Dairy major Amul has launched its juice brand Tru in a bid to tap into the Rs 1,100-crore packaged juices segment

12 Apr 2019 | By WhatPackaging? Team

Amul, India’s largest dairy brand has entered the packaged juices segment by launching the Tru brand of fruit juices. Tru fruit juices are available in four flavours – Mango, Orange, Apple and Lychee and are priced at Rs10 for a 200ml bottle.  

The packaging has transparent shrink sleeve labels on PET bottles. 

The launch strategy, end-to-end brand building, packaging design and communication design was devised by Mumbai-based Almond Branding.
Saswata Das, founder director, Almond Branding, said, “The fruit beverage market is a cluttered space. The brand name Tru is short, catchy, easy to recall, easily extendable and also has a good sound value.”

He added, “Making the brand identity distinguishing and unique, the core essence of the brand – being pure to the core, is captured in the simple yet modern typeface of the logo. Amul is everyone’s brand and hence the name Tru is written in all small-case making it more friendly and approachable. The sans-serif fonts with well-rounded curves give it the perfect balance of modernity and style, stability and reliability.” 

The visual hook is an appetising shot of the fruit plunging into a splash of juice depicting the freshness of fruit that the brand promises. Das says, “The wavy modern striped pattern adds the style quotient to the overall look.”