The company claims to have 55 per cent market share in the packaged,
preservative free fruit juice segment. Real Junior has been launched
in two flavours - Mango and Apple, enriched with calcium, in 125
ml packs, say a company release.
In a bid to attract the kids, the company will be launching the
products in vibrant packs with animated fruit characters to communicate
the fun, taste and nutritional aspects of Real Junior. The company
is positive that it will strongly appeal to kids.
In addition to that, Dabur Foods will also introduce 'exotic fruit
nectar' variant, Real Cranberry Nectar. Real Cranberry Nectar will
be made available in one litre packs for Rs 75/- only. The drink
offers the exotic flavour and nutritive value of Cranberries, rich
in vitamins, minerals and antioxidants, which makes it a healthy
beverage, says the release.
"Our ability to take the segment to the next level of maturity
bears testimony to our dominant position in the category. Dabur
Foods not only leads with innovation in its product offerings but
has now taken the lead in redefining traditional marketing dynamics
in the segment," says Dabur Foods Ltd CEO Amit Burman.
Prior to that Dabur Foods has expanded the range of Real to nine
variants, which offers the largest range of fruit juices. The juices
are an assortment of traditional Indian and International flavours
- orange, mango, tomato, pineapple, mixed fruit, grape, guava, litchi
and cranberry. Real Activ, which is targeted at health and fitness
conscious young adults, is available in orange, apple and orange-carrot
"Our marketing strategy is to offer multiple pack sizes that
suit varied consumption needs and occasions. With added benefits
of Calcium, Real Junior meets the needs of mother who want her kids
to have additional nutritional requirements that supplement the
basic meal. In addition to this, the 125 ml pack, customized for
kids below 6 years, is just the right quantity for them," said
Dabur Foods LTD head of marketing Sanjay Sharma.
Real Junior and Real Cranberry Nectar will be available across
the four metros -Delhi + NCR, Mumbai, Kolkata and Chennai, mini-metros
like Bangalore, Hyderabad, Pune, Chandigarh, Ahmedabad and small
cities like Ludhiana, Amritsar and Jalandhar, says the release.