TAD NewsDesk, Gujarat: Amul has launched India’s first Seltzer by the name of ‘Amul TRU Seltzer’ in two different flavours- lemon and orange. An affordable price of Rs 15 per PET bottle of 200ml has been set by the company.
At a global level, Seltzers has gained widespread popularity. It is made by mixing of juices and interesting flavours mostly.
Amul is bringing a new vision in the manufacturing of the seltzers. The company will add real fruit juice and milk solids to make it an affordable but healthy drink of choice for the next generation.
Amul’s Orange Seltzer contains :
- 10 percent orange juice
- No artificial colour
- No additional flavour
- 10 percent added sugar
Similarly, the properties of the lemon Seltzer are:
- 5 percent real lime juice.
- No artificial colour.
- No artificial flavour
- 9 percent added sugar
In a contrast to these other companies manufacturing orange Seltzer has 13 percent added sugar and synthetic food colour. Parallelly the leading lemon manufacturers are adding 12 percent added sugar.
Amul is planning on expanding the horizon of the Seltzers. They are planning to bring in new flavours like Cola, Jeera, and Apple, directly sourced from real fruit.
Though the beverage market of India has a lot of different variety in beverages there has been very few innovations in the longest time. Amul decided to explore the carbonated soft drinks as customers are looking to move away from beverages with an increased amount of sugar content.
The biggest milk brand in India has always been very popular in its reach to the people with its different punch lines like “Amul, the taste of India”. With this product, they have brought it to highlight with the words “ Dairy, Fruity, Fizzy” which would be used in different advertising campaigns through all means of media.
Amul claims this launch as a mark of the advent of a healthy and tasty beverage into the market and has found a unique way to have milk additions along with fresh fruits which no other beverage in the country has.
