Dabur Foods forays into packaged soup category with Hommade Soups

NEW DELHI: Dabur Foods, the multi-brand food organisation, has entered the Rs 408 million ready-to-use packaged soup category with the launch of its Hommade range of soups.

The three variants introduced in the form of liquid soup concentrates are tomato, mushroom and sweet corn, which are preservative-free and do not contain harmful chemicals like mono sodium glutamate (Ajinomoto).



With the launch of Hommade soups, Dabur Foods plans to capture 10 per cent of the branded soup category in the first year of its national rollout.

"Our decision to enter the packaged soups segment was driven by two factors: First, our ability to offer a liquid soup concentrate, which offers the goodness of fresh vegetables. HOMMADE soups are healthier and tastier as the liquid soup formulation imparts the nutrition and flavour of vegetables more effectively than dehydrated soup options and they do not contain chemicals. Second, the category offers a tremendous growth opportunity," a press

release from the company, quoting CEO Amit Burman, stated.

Hommade soups will be available in 200-ml tetrapaks. The tomato soup has been priced at RS 16 whereas mushroom and sweet corn have each been priced at RS 18. A pack of the easy-to-prepare Hommade soup can make three servings of 135 ml each.



Commenting on the marketing strategy for, Sanjay Sharma, head of marketing, Dabur Foods Ltd. said, "The launch is being supported by an extensive marketing campaign that involves soup festivals across metros to increase awareness and consumer trials."

Cross-promotions with Real fruit juice, extensive in-shop sampling and retail visibility are also part of the marketing strategy.



Hommade is a brand of Dabur Foods Ltd., a multi brand food services company whose product portfolio includes Real fruit juice, Capsico and Lemoneez.

The company has developed expertise in the distribution of food products with a distribution network that covers top 55 cities and 125,000 retail outlets.

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