Royal Tru

Last updated

Royal Tru
Royal Tru-Orange logo.jpg
Type Soft drink
Manufacturer Coca-Cola Beverages Philippines, Inc.
Country of origin  Philippines
Introduced1922;102 years ago (1922)
VariantsRoyal Tru-Orange
Royal Tru-Grape
Royal Tru-Lemon
Related products Fanta, Mirinda, Sunkist, Crush

Royal Tru (often referred to simply as Royal) is a carbonated fruit-flavored soft drink brand owned by The Coca-Cola Company that is exclusive to the Philippines. The brand was introduced in 1922 by the original San Miguel Brewery. Since being acquired by Coca-Cola's Philippines unit in 2007, the brand has become the Philippine counterpart of Coca-Cola's Fanta brand.

Contents

History

A Spanish-language poster advertising beverages produced by the original San Miguel Brewery, including Royal fruit-flavored soft drinks (right), circa 1924. San miguel advertisement.jpg
A Spanish-language poster advertising beverages produced by the original San Miguel Brewery, including Royal fruit-flavored soft drinks (right), circa 1924.

The Royal brand was first introduced in 1922 by the original San Miguel Brewery as its first non-alcoholic, carbonated beverage. In 1927, San Miguel became the first international bottler of Coca-Cola. The Royal brand became best associated with its orange-flavored soft drink, Royal Tru-Orange.

In 1981, San Miguel spun off its soft drink business (its Coca-Cola franchise and the manufacture of Royal beverages) to a new company known as Coca-Cola Bottlers Philippines, Inc. (CCBPI), a joint-venture with The Coca-Cola Company. The brand continued to be owned by San Miguel until 2007 when it sold the rights to the brand along with its entire interest in CCBPI to The Coca-Cola Company.

CCBPI was renamed Coca-Cola FEMSA Philippines, Inc. in January 2013 with the entry of Mexico-based Coca-Cola FEMSA S.A. de C.V. Coca-Cola FEMSA Philippines was renamed Coca-Cola Beverages Philippines, Inc. (CCBPI) in December 2018 after the acquisition of 50% interest in the company by Bottling Investments Group (BIG).

Products

Current

Discontinued

Marketing

A Filipino language advertisement of Royal Tru-Orange dating 1976 RoyalTru1976.JPG
A Filipino language advertisement of Royal Tru-Orange dating 1976

The beverage targets teenagers as its consumers. The product was available during the 1970s in single-serve bottles and contained orange "pulp bits" (pulp) "from California Valencia oranges". [1]

When San Miguel Corporation became one of the founding members of the Philippine Basketball Association in 1975, its basketball franchise played under the name "Royal Tru-Orange" from 1975 to 1980. [2]

Royal Tru-Orange gained much attention in the mid-1980s following the restoration of democracy in the Philippines, after its logo and formulation (now without the orange pulp) were changed through an advertising campaign that starred teen model RJ Ledesma (playing the role of "Joey"). The first television advertisement in the series, wherein Joey was being egged on by friends to introduce himself to a girl named Jenny, was directed by noted film director Lino Brocka. [3] [4]

In 1992, Royal Tru-Orange released its slogan "Ito Ang Gusto Ko!" which is also a song of the late Francis Magalona.

Slogans

Controversy

Royal Tru-Orange was one of 300 products of the Philippines barred by the U.S. Food and Drug Administration in 2004 from entering the United States due to "failure to meet its requirements". [6]

Related Research Articles

<span class="mw-page-title-main">Cola</span> Carbonated soft drink

Cola is a carbonated soft drink flavored with vanilla, cinnamon, citrus oils, and other flavorings. Cola became popular worldwide after the American pharmacist John Stith Pemberton invented Coca-Cola, a trademarked brand, in 1886, which was imitated by other manufacturers. Most colas originally contained caffeine from the kola nut, leading to the drink's name, though other sources of caffeine are generally used in modern formulations. The Pemberton cola drink also contained a coca plant extract. His non-alcoholic recipe was inspired by the coca wine of pharmacist Angelo Mariani, created in 1863.

<span class="mw-page-title-main">Crush (drink)</span> Line of fruit flavored carbonated beverages

Crush is a brand of carbonated soft drinks owned and marketed internationally by Keurig Dr Pepper, originally created as an orange soda, Orange Crush. Crush competes with Coca-Cola's Fanta. It was created in 1911 by beverage and extract chemist Neil C. Ward. Most flavors of Crush are caffeine-free.

<span class="mw-page-title-main">San Miguel Corporation</span> Filipino multinational conglomerate

San Miguel Corporation, abbreviated as SMC, is a Philippine multinational conglomerate headquartered in Mandaluyong, Metro Manila. The company is one of the largest and most diversified conglomerates in the Philippines. Originally founded in 1890, San Miguel has ventured beyond its core business, with investments in various sectors such as food and drink, finance, infrastructure, oil and energy, transportation, and real estate.

<span class="mw-page-title-main">Sun Drop</span> Soft drink

Sun Drop is a citrus-flavored soft drink produced by Keurig Dr Pepper with a yellowish-green color. Among soft drinks, it is known for its high caffeine content. Orange juice is an ingredient in the drink, and remaining pulp matter from the orange juice provides some of the soft drink's taste and appearance. Sun Drop competes primarily against the Coca-Cola Company's Mello Yello and PepsiCo's Mountain Dew.

<span class="mw-page-title-main">Coca-Cola Amatil</span> Defunct Australian beverage company

Coca-Cola Amatil Limited (CCA) was an Australian bottler of non-alcoholic beverages that existed from 1904 to 2021, when it merged with Coca-Cola European Partners to form Coca-Cola Europacific Partners. It was one of the largest bottlers of non-alcoholic ready-to-drink beverages in the Asia-Pacific region and one of the world's five major Coca-Cola bottlers. CCA operated in six countries—Australia, New Zealand, Indonesia, Papua New Guinea, Fiji and Samoa. The company also bottled beer and coffee.

<span class="mw-page-title-main">Orange soft drink</span> Type of carbonated drinks

Orange soft drinks are carbonated orange drinks.

<span class="mw-page-title-main">Sparkle (drink)</span> Lemon-flavored soft drink

Sparkle was a brand for a lemon-flavored soft drink created by Cosmos Bottling Corporation for the provincial markets of the Philippines. Sparkle was sold in many stores in the Philippines and was a very popular among children. Cosmos Bottling Corporation was later acquired by Coca-Cola Bottlers Philippines. The brand was later discontinued by Coca-Cola Bottlers Philippines and Re-introduced as Royal Tru-Lemon.

<span class="mw-page-title-main">Bisleri</span> Indian bottled water company

Bisleri International is an Indian multinational company which is best known for the eponymous brand of bottled water. The company was started in the 1970s by Ramesh Chauhan, and sells bottled water and soft drinks.

Embotelladora Don Jorge S.A.C. is a corporation involved in the manufacturing, distribution and marketing of nonalcoholic and alcoholic beverages based in Lima, Peru. Its headquarters are located in the San Miguel District, Lima.

<span class="mw-page-title-main">Sidral Mundet</span> Mexican carbonated soft drink

Sidral Mundet is a Mexican apple-flavored carbonated soft drink produced by Coca-Cola FEMSA and distributed in the United States by the Novamex company, which also distributes the Jarritos and Sangria Señorial soda brands.

<span class="mw-page-title-main">Sunkist (soft drink)</span> Line of fruit-flavored carbonated beverages

Sunkist is a brand of primarily orange-flavored soft drinks that launched in 1979. Sunkist primarily competes with The Coca-Cola Company's Fanta brand and Keurig Dr Pepper's Orange Crush brand.

Yoli is a lime soda produced in Mexico. A regional drink, until recently it was only available in the state of Guerrero and surrounding areas.

Coca-Cola Beverages Philippines, Inc. is a Philippine-based company engaged in the bottling and distribution of Coca-Cola products in the country. CCBPI is part of the Bottling Investment Group (BIG), The Coca-Cola Company (TCCC)-owned bottling operation intent on building a foundation for long-term success. BIG's operations are primarily focused on markets in Southeast Asia, India, and Southwest Asia, covering 14 countries with 39 plants and 16,500 employees, serving 1.8 billion consumers.

<span class="mw-page-title-main">Sarsaparilla (drink)</span> Soft drink

Sarsaparilla is a soft drink originally made from the vine Smilax ornata or other species of Smilax such as Smilax officinalis. In most Southeast Asian countries, it is known by the common name sarsi, and the trademarks Sarsi and Sarsae. It is similar in flavor to root beer. In the US, sarsaparilla is traditionally made with birch oil rather than the tropical plant.

<span class="mw-page-title-main">Corporación Lindley S.A.</span> Peruvian company

Arca Continental Lindley S.A. is a Peruvian company involved in the manufacturing, distribution and marketing of nonalcoholic beverages and the official bottler and distributor of all Coca-Cola products in Peru. The Lindley Corporation is best known for its creation and marketing of Inca Kola, the number one selling soft drink in Peru. The Lindley Corporation, located in the historic District of Lima, Peru, is also a major promoter of plastic recycling programs in Peru. Its president is Johnny Lindley Suarez.

Fomento Económico Mexicano, S.A.B. de C.V., doing business as FEMSA, is a Mexican multinational beverage and retail company headquartered in Monterrey, Mexico. It operates the largest independent Coca-Cola bottling group in the world and the largest convenience store chain in Mexico. It is also a shareholder of Heineken N.V.

References

  1. "Royal Tru-Orange advertisement, 1976". YouTube.com. Archived from the original on December 21, 2021.
  2. "Express battle Magnolia in PBA opener today". The Daily Tribune. October 14, 2007.
  3. Mata, Paul (October 31, 2007). "Royal Tru Orange model RJ Ledesma comes full circle". Philippine Entertainment Portal. Archived from the original on September 22, 2008. Retrieved June 30, 2008.
  4. Jorge, Rome (April 3, 2008). "RJ Ledesma tells all about his yaya". The Manila Times. Archived from the original on April 6, 2008. Retrieved June 27, 2008.
  5. Balmaceda, Allan (September 29, 2021). "Royal introduces Generation Kulit in its new "colorful" campaign". Corner Magazine PH. Retrieved November 4, 2021.
  6. Tan, Michael L (February 20, 2004). "Read those labels". Philippine Daily Inquirer. Archived from the original on December 6, 2008. Retrieved June 30, 2008.