Dabur launches new packaged fruit juice

MUMBAI: Dabur India, the natural packaged foods company has announced the launch of a new sub-brand in its packaged fruit juice category - R?al SupaFruits.

This is for the first time that juices are being launched for Indian consumers. The range is being launched with two variants -- R?al SupaFruits strawberry-plum and R?al SupaFruits goji berry-pink guava.

Dabur India, brand head - R?al, Harsh Takru said, "R?al enjoys great equity with consumers when it comes to Fruit Nutrition. At R?al we have always striven to provide our consumers with the most nutritious and delicious fruit experiences. The core range R?al Fruit Power addresses daily fruit nutrition needs while R?al Activ caters to functional health seeking young adults. R?al SupaFruits will provide Superfruit nutrition to consumers seeking exotic fruit experiences."

The brand is promoting R?al with the latest Hollywood movie ?Man of Steel?, where consumers can SMS and stand to win Man of Steel?s goodies.

"Through this tie-up, R?al aims to drive its association with goodness and the positive power of fruits. With Man of Steel appearing on R?al Fruit Juice packs, we aim to take this message to a whole generation of our younger consumers," Takru added.

The brand will be launching a TVC, conceptualised by Lowe Lintas and Partners which will go on air in July, predominantly in niche channels as well as a few GECs.

An official confirmed that they have begun with the promotion and doing product placements in store visibility campaign across the major cities to be followed up with a robust sampling exercise. The brand is also running a trade activation to familiarise and educate the trade about super fruits.

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