Yu enters hydration category, launches coconut water & juices

Yu, an omni-channel consumer foods brand, has undertaken a category expansion by entering the hydration category in the beverage segment with the launch of 3 products – 100% Natural Coconut Water and 100% Natural Fruit Juices (2 variants – Tropical Punch and Berry Blast).

“The current expansion into the beverages segment marks the second category that Yu will enter after starting with Instant Foods in 2021. Yu plans to introduce 3-4 more flavours of fruit juices by the end of the year to round up its fruit juice portfolio. This category extension and resultant complimentary product portfolio will be retailed through similar distribution channels (Offline, Q-Com, E-Com, Airlines, Exports),” the company said in a release.

This portfolio expansion has also resulted in overall Company rebranding to “Yu Foods Co” allowing the Company to launch multiple products and categories under its fold, while keeping the brand principal of 100% Natural, 100% Better intact across all products and categories.

Sharing their excitement, Founders Bharat Bhalla and Varun Kapur jointly expressed, “Our expansion at all times addresses very basic consumer pain points – can products be made using only natural ingredients and be competitively priced without compromising on taste. While our range of food products holistically addressed all these tenets and have scaled over the last 30 months, we have worked relentlessly over the last 12 months to bring consumers beverages that follow the same core philosophy. We are excited to develop newer products and categories offering a wholesome, ‘better for you’ range to our consumers. We remain extremely excited in this Version 2.0 of Yu Foods Co.”