Royal Tru

Royal Tru is a carbonated fruit drink brand owned by The Coca-Cola Company that is only available in the Philippines. It also uses the same styling as its Coca-Cola global cousin Fanta. It was introduced in 1922 by the San Miguel Brewery as their first non-alcoholic, carbonated beverage and it was primarily referred to as Royal Tru-Orange due to its original flavor, while other variants like Royal Tru-Dalandan, Royal Tru-Grape, and Royal Tru-Orange Light were introduced in 2003, and Royal Tru-Lemon was introduced in the last quarter of 2012.

History

An advertisement of Royal Tru-Orange dating 1976

Royal Tru-Orange was first introduced in the 1922 by the San Miguel Brewery as their first non-alcoholic, carbonated beverage. However, it became popular since the beverage targeted teenagers as its consumers. It was available in single-serve bottles and contained orange pulp bits.^[1] Royal Tru-Orange was also one of the pioneering teams of Philippine Basketball Association in 1975. It is the only remaining pioneering franchise in the league, although it is carrying the San Miguel Beer brand as of 2008.^[2]

Royal Tru-Orange has gained much attention in the late 1980s, after its logo and formulation (without the orange pulp bits) 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]

Controversy

Royal Tru-Orange was one of 300 products of the Philippines that were barred by the U.S. Food and Drug Administration from entering the United States due to "failure to meet its requirements."^[5]

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References