Fruity
surprise
TUK3, a natural energiser is a perfect blend of health and
taste. Aditi Gangavkar explores this fruit drink’s finer
points that make it stand apart
Move over mango, it's now Sea
buckthorn time! Or so it seems with
FIL Industries launching TUK3 - a
fruit drink that is a natural energiser and a
unique combination of three irresistible fruits.
Introduced under Fruitfil, the company's
umbrella brand of the Juice Division, TUK3 is
an innovative drink that combines the
distinctive tastes of Sea buckthorn (also
known as the Ladakh berry), juicy Kashmiri
apples and choicest Indian mangoes. The
name of this new all season fruit drink is as
novel as the drink itself! Tuk is the tongueclacking
sound produced to express a distinct,
taste bud hitting lingering sensation and it
perfectly represents the distinct, tangy flavour
of the new product.
Product inception
Commenting on TUK3's inception, Lokesh
Naidu, Vice President, Sales and Marketing,
FIL Industries, says, "As almost 99 per cent of
the Indian fruit drink market is dominated by
only one drink - the mango drink, we thought
it was better to create a new segment, than
getting into the existing ones." Accordingly,
with a view to give consumers' better options
to choose from, the company introduced this
Sea buckthorn fruit drink into the market.
Product development
FIL conducted a thorough market research,
which focussed on understanding market and
consumer behaviour. It then moved on to
create a fruit drink that had maximum
nutritional benefits and at the same time
matched the taste preference of its target
consumers - kids in the age-group of 10-12
years of age. In this process, the company
conducted almost 100 product trials by
visiting different schools, playgrounds and
other such places that kids frequent. "Also, as the domestic fruit drink market is
dominated by mango drink category, we did
not feel the need to conduct market research
in different regions of the country; we zeroed
in on Delhi for this process. This again was
supported with the fact that presently, TUK3
is the one-of-its kind fruit drink in the
market," Mr Naidu says. In fact, the extensive
market research pushed the product's launch
ahead, even as it took almost three months
for the company to arrive at the final product.
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