Yu, an omni-channel consumer foods, has undertaken a category expansion by entering the hydration category in the Beverage segment with the launch of three innovative products– 100% Natural Coconut Water and two variants of 100% Natural Fruit Juices (Tropical Punch and Berry Blast).
Being true to its mission of making packaged foods- ‘100% Natural 100% Better’ for consumers using advanced food science and packaging technologies, the company’s expansion into the beverages segment marks the second category that Yu will enter after starting with Instant Foods in 2021.
Going forward, it also plans to introduce 3-4 more flavours of fruit juices by the end of the year to round up its fruit juice portfolio.
As an extension of its core brand principals and on the back of immense consumer love, Yu’s entire range of beverages are believed to contain 100% natural ingredients, no concentrate, water or added sugar as well as zero preservatives. Bottled in 200-250 ml convenient pack sizes for consumers, Yu’s fruit juices have been launched with a shelf life of 6-8 months at ambient temperature.
This category extension and resultant complimentary product portfolio will be retailed through similar distribution channels (Offline, Q-Com, E-Com, Airlines, Exports).
With this category expansion, Yu has also undergone an overall company rebranding to “Yu Foods Co” to allow and cater to the launch of multiple products and categories under its fold, while keeping the brand principal of 100% Natural, 100% Better intact across all products and categories.
That being said, over the next 24 months, Yu aims to disrupt multiple product categories where consumers are looking for better and healthier alternatives at affordable price points.
Currently, the brand is witnessing significant business traction and has achieved over 100%+ growth QoQ on the back of sales of 2 million units in Q1-FY25 (Apr-June 2024). In fact, it is also looking to launch 15-20 more products over the next year to complement its existing portfolio in foods and beverages.
Sharing their excitement, Bharat Bhalla and Varun Kapur, Founders, Yu Foods, jointly expressed, “Our expansion at all times address 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,” the duo added.
