Dabur forays into packaged Milk Shakes under Real

Monday, November 04, 2013

 

New Delhi, November 4th, 2013: Dabur India Ltd today announced its foray into the packaged milk shake market with the launch of RÉAL Fruit Shakes under the brand Real. This also marks brand Real extending its fruit expertise into milk-based drinks.

 

RÉAL Fruit Shakes has been test launched with a single variant - Mango Shake and will be offered to consumers in two SKUS – 200ml for Rs 25 and 1litre for Rs 105. Real Fruit Shakes provides a unique combination of actual Fruit and Milk as it has got the goodness of fruit in a wholesome way along with the power and nutrition of milk. Made with luscious mangoes, Real Fruit Shakes gets across the nutrition of milk along with the goodness of fruits to kids in a fun manner.

 

"Dabur has always been at the forefront of innovation. We pioneered the concept of packaged fruit juices in India with the launch of with Real and were also the first to introduce 100% fruit juices and fruit-vegetable juices under with Real Activ. We expanded the category with India's first fruit fiber beverage – Real Activ Fiber+ and have recently introduced the category of Superfruits juices in India with the launch of RÉAL SUPAFruits. 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 Fruit Shakes, we aim to not only extend brand Real to give our consumers more choices but also make the experience of having milk more enjoyable and nutritious for kids," said Dabur India Ltd General Manager-Marketing (Foods) Mr. Praveen Jaipuriar.

 

Mr. Jaipuriar added that the company plans to extend the Real Fruit Shakes range shortly with the addition of other delicious Fruit & Milk combinations. Real Fruit Shakes is currently being test launched in Delhi and Punjab and the initial response is encouraging. Dabur plan to soon launch Real Fruit Shakes in other parts of the country too to cater to the demand for healthy and tasty milk based drinks for kids.

 

Every kid needs complete nutrition for overall well-being. However, between taste and health, taste is often the winner and it's a daily struggle for the mother to feed him healthy food on a regular basis. Real Fruit Shakes aims to resolve the contradiction between a mom's and child's needs by providing a product that is "approved by moms and liked by kids, thereby making health 'tastier' for kids. Real Fruit Shakes resolve the 'taste and health' dichotomy in the best possible way.

 

Apart from being a healthy proposition for kids, it also comes in a convenient format that prevents the hassle a homemaker has to go through to prepare a Mango shake at home. The product is packed in a 6-layered Tetrapak packaging which ensures a shelf life of 6 months. So, kids can now enjoy a Mango shake throughout the year!

 

 

Real is an over 15-year-old brand and has a dominant share of the branded fruit juice market in India. Real is the preferred choice of consumers when it comes to packaged fruit juices in India. A validation of this success is that Real has been awarded 'India's Most Trusted Brand' status for 8 years in a row. Today, Real has the largest range of 14 exciting fruit variants under Real Fruit Power and another 11 offerings under Real Activ helping it cater to an entire gamut of consumer segments and need states.

 

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