May 28, 2013

Dabur Enters Yoghurt Drink Market With Brand Real Activ

Press release

New Delhi

Dabur Enters Yoghurt Drink Market With Brand Real Activ
Tuesday, May 28, 2013
  • Real Activ Drinking Yoghurt to be available in 2 fruity variants
New Delhi, May 27, 2013: Dabur India Ltd, the country's leading packaged fruit juice & beverage maker, today announced the expansion of its packaged food business with the launch of healthy fruit juice-based drinking yoghurts under the Real Activ brand.
Unlike most other yoghurt-based products available in the market today, the Real Activ Drinking Yoghurt range is a unique combination of Yoghurt & fruit Juice in a drinkable format. Fruit juice provides delicious taste with the goodness of fruits whereas thick yoghurt provides fullness, thus making it a perfect snack which is tasty & filling both. Its creamy blend melts in your mouth & creates a wave of freshness while satisfying your light craving for a snack. It is healthy as it is 99% FAT Free & Contains Calcium & Proteins thus it is a perfect healthy snack.
The new Real Activ Drinking Yoghurt will be available in two delicious variants of Mango & Strawberry. It will be available in two SKUs 1l & 200ml priced at Rs. 105 & Rs. 25 respectively.
"Dabur has been operating the 100% fruit juice market with its brand Real Activ range of fruit and vegetable juices with no added sugar & preservatives. Real has always been at the forefront of innovation. We pioneered the concept of packaged fruit juices in India and were also the first to introduce 100% fruit juices and fruit-vegetable juices. We expanded the category with India's first fruit fiber beverage – Real Activ Fiber+. With the growing level of health awareness in India, there has been a spurt in demand for healthy functional foods. With the launch of Real Activ Drinking Yoghurt, we aim to not only expand the Real Activ brand but also give our consumers more choices to make their modern hectic lifestyle healthier," Dabur India Ltd Category Head-Foods Mr. Praveen Jaipuriar said.
Real Activ Drinking Yoghurt is a highly differentiated product as compared to the other flavoured yoghurts available in the market today as it is a mix of fruit juices and yoghurt and comes in a drinkable format. Unlike most other Yoghurt products available in the market today, this product does not require cold storage facility.
Real Activ Drinking Yoghurt is packed using advanced six layers Tetrapak technology that keeps it fresh for six months without any preservatives. The company has also roped in Bollywood actress and fitness icon Bipasha Basu to endorse this brand.

About Dabur India

Dabur India Limited is one of the leading FMCG companies in India. Building on a legacy of quality and experience for over 127 years, Dabur is today India's most trusted name and the world's largest Ayurvedic and Natural Health Care Company. Dabur India's FMCG portfolio includes five flagship brands with distinct brand identities -- Dabur as the master brand for natural healthcare products, Vatika for premium personal care, Hajmola for digestives, Real for fruit-based drinks and Fem for fairness bleaches & skin care.

For Details :

Mr. Byas Anand Corporate Communications Dabur India Limited PH:- 95120-3982000, 3001000 extn 2101/2547 Fax: 95120-4374935


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