The company plans to target extra health-conscious consumers and is in the process of seeding the product in the market.
After launching
fruit-based yoghurt in drinkable form last month, Dabur India is in the
process of launching its new juice sub-brand called Real “Supa Fruits”.
Praveen
Jaipuriar, Category Head – Foods, said: “With Real, we have strong
brand equity in the packaged juices segment. Fruits are our core
strength and we are focused on offering consumers healthier products. We
have positioned our juices clearly. With Real, we address the mother
and child, and with Real Activ we target adults. Now, we are launching a
new sub-brand called Real Supa Fruits.”
This
sub-brand will include new juices like those of exotic fruits from
international markets. The company is initially launching two variants —
strawberry and plum and goji berry and guava.
The
company plans to target extra health-conscious consumers with the new
“nutritious” offering and is in the process of seeding the product in
the market and gauging consumer response.
Costly sip
“Real
Supa Fruits is packed with high-nutrient value and superior quality
fruits and is positioned in the premium segment,” he claimed. Jaipuriar
said the product will be priced nearly 20 per cent higher than its
normal range of juices. A one-litre pack is priced at Rs 105. The
company will also focus on a large-scale sampling exercise through
kiosks across metros.
Culinary range
The
company is also looking at new strategies for its culinary range under
brand Dabur Hommade. Jaipuriar said the category was cluttered in both
the organised and unorganised sectors.
“We are in the
process of formulating our strategy for future growth in this category.
Our research suggests there is a growing penetration of cooking pastes
in urban India.
“Also, with our Rs 5 priced packs,
we have seen growth even in smaller cities. We could look at more
specialised cooking pastes and other such categories where we can add
value.”
Source: http://www.thehindubusinessline.com/companies/dabur-to-stir-up-nutritious-real-supa-fruits-juice/article4817799.ece
