Dabur Foods launches Real Junior for kids below 6 years

MUMBAI: Dabur Foods has introduced an age-specific market segmentation in fruit juice category. They will be launching Real Junior- a brand targeted at kids below six years.

Touted as first of its kind initiative in the Indian fruit juice segment, Dabur Foods is segmenting the market to offer customized fruit juice for kids.


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 flavours.

"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.

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