Jun 27, 2013

Dabur Launches New Fruit Juice Range : Real SupaFruits

Press release

New Delhi
Dabur Launches New Fruit Juice Range : Real SupaFruits
Thursday, June 27, 2013
New Delhi, June 26, 2013: Dabur India Ltd., the country's leading natural packaged foods company, today announced the launch of a new sub-brand in its packaged fruit juice category – Real SUPAFruits.
This is for the first time that Superfruit juices are being launched for Indian consumers. Superfruits are a special category of fruits which are exceptionally nutrient dense and rich in antioxidants. These are among the most exotic and premium fruits that are difficult to obtain throughout the year. Superfruits and their juices enjoy great popularity the world over and are now available for the benefit of Indian consumers with Real SUPAFruits.
Real SUPAFruits will offer combinations of these exceptional super fruits that are sourced globally and will combine exceptional nutrient richness and antioxidant qualities with great taste. The range is being launched with two variants -- Real SUPAFruits Strawberry-Plum and Real SUPAFruits Goji Berry–Pink Guava.
"Superfruits equal Super Nutrition as they are packed with antioxidants, vitamins, minerals, and other fruit nutrients that help promote overall health. These superfruits and their juices are a perfect blend of exotic fruit appeal and exceptional fruit nutrition. Hence they are not only great tasting but also provide extra nourishment that helps boost wellbeing," Dabur India Ltd., Brand Head - Real, Mr. Harsh Takru said.
This new range offers 100% Juice content with No Added Preservatives and No Added Sugar and is priced at Rs 105 for 1 litre.
"Real enjoys great equity with consumers when it comes to Fruit Nutrition. At Real we have always striven to provide our consumers with the most nutritious and delicious fruit experiences. The core range Real Fruit Power addresses daily fruit nutrition needs while Real Activ caters to functional health seeking young adults. Real SUPAFruits will provide Superfruit nutrition to consumers seeking exotic fruit experiences." Mr. Harsh Takru added.
Real also announced its tie-up with the latest superhero movie, Man of Steel, as part of which the Real 200ml packs will feature a promotion where consumers can SMS and stand to win Man of Steel goodies. "Through this tie-up, Real aims to drive its association with goodness and the positive power of fruits. With Man of Steel appearing on Real Fruit Juice packs, we aim to take this message to a whole generation of our younger consumers," he said.
About Real
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.

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 Email:corpcomm@dabur.com


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