Dairy giant Amul announced on Monday that it has brought to the market an innovative and healthy drink product “Amul TRU Seltzer”, a blend of dairy products, fruit juice and sparkling wine.
Amul claimed that this was the first time Seltzer was introduced to the Indian market.
“The first Indian Seltzer, Amul TRU Seltzer, is currently available in two flavors lemon and orange. It is attractively priced at just Rs 15 for a 200ml PET bottle,” Amul said in a statement.
Orange Seltzer contains 10 percent orange juice, no artificial colors or flavors, and only 10 percent added sugar. Likewise, Lemon Seltzer contains 5 percent real lime juice, no artificial colors / flavors, and only 9 percent added sugar.
“Amul TRU Seltzer is the best mix of dairy, fruit and fizz. The products contain dairy, real fruit juices and exciting fizz. So it is much more than sugar and water that each brand sells to Indian consumers, “the statement said.
This product is suitable for consumption by all age groups, he added.
Both flavors have already been launched in the Gujarat market. Amul will soon be launching many new variations like Cola, Jeera and Apple, all made from real fruit, in PET bottles and will also introduce all flavors in smart packaging.
“Globally, seltzer is made with an infusion of juices and interesting flavors. It has already emerged as the fastest growing category in Western countries,” Amul said.
Historically, the people of Niederselters, a German town, bottled and exported their naturally carbonated water in 1787 and Americans called it seltzer, he added.
Amul has a major presence in dairy based drinks. To strengthen its portfolio of beverage products, the cooperative launched a blend of milk and real fruit juices under the “Tru” brand in February 2019.
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