Dabur India Ltd recently forayed into the packaged
fruit-based milkshake market with the launch of Real Fruit Shakes. It is
currently available in a single variant, Mango Shake, and will be
offered to consumers in two stock-keeping units (SKUs) – 200ml for Rs 25
and one litre for Rs 105.
“Dabur has always been at the forefront of innovation. We pioneered the concept of packaged fruit juices in India with the launch of with Réal and were also the first to introduce 100 per cent fruit juices and fruit-vegetable juices under with Réal Activ,” said Praveen Jaipuriar, general manager, marketing (foods), Dabur India Ltd.
“We expanded the category with India’s first fruit fiber beverage – Réal Activ Fiber+ and have recently introduced the category of Superfruits juices in India with the launch of Real SupaFruits. With the growing level of health awareness in India, there has been a spurt in demand for healthy functional foods,” he added.
“With the launch of Réal Fruit Shakes, we aim to not only extend brand Réal to give our consumers more choices but also make the experience of having milk more enjoyable and nutritious for kids,” Jaipuriar said, adding that the company plans to extend the Réal Fruit Shakes range shortly with the addition of other delicious fruit and milk combinations.
“Réal Fruit Shakes is currently being test-launched in Delhi and Punjab and the initial response is encouraging. Dabur plans to launch Réal Fruit Shakes in other parts of the country soon to cater to the demand for healthy and tasty milk-based drinks for kids,” he added.
“Every kid needs complete nutrition for overall well-being. However, between taste and health, taste is often the winner and it is a daily struggle for the mother to feed him healthy food on a regular basis,” Jaipuriar said.
“Réal Fruit Shakes aims to resolve the contradiction between a mom’s and child’s needs by providing a product that is approved by moms and liked by kids, thereby making health ‘tastier’ for kids. Réal Fruit Shakes resolve the ‘taste and health’ dichotomy in the best possible way,” he added.
“Apart from being a healthy proposition for kids, it also comes in a convenient format that prevents the hassle a homemaker has to go through to prepare a mango shake at home. The product is packed in a six-layered Tetrapak packaging, which ensures a shelf life of six months. So, kids can now enjoy a mango shake throughout the year,” Jaipuriar said.
“Dabur has always been at the forefront of innovation. We pioneered the concept of packaged fruit juices in India with the launch of with Réal and were also the first to introduce 100 per cent fruit juices and fruit-vegetable juices under with Réal Activ,” said Praveen Jaipuriar, general manager, marketing (foods), Dabur India Ltd.
“We expanded the category with India’s first fruit fiber beverage – Réal Activ Fiber+ and have recently introduced the category of Superfruits juices in India with the launch of Real SupaFruits. With the growing level of health awareness in India, there has been a spurt in demand for healthy functional foods,” he added.
“With the launch of Réal Fruit Shakes, we aim to not only extend brand Réal to give our consumers more choices but also make the experience of having milk more enjoyable and nutritious for kids,” Jaipuriar said, adding that the company plans to extend the Réal Fruit Shakes range shortly with the addition of other delicious fruit and milk combinations.
“Réal Fruit Shakes is currently being test-launched in Delhi and Punjab and the initial response is encouraging. Dabur plans to launch Réal Fruit Shakes in other parts of the country soon to cater to the demand for healthy and tasty milk-based drinks for kids,” he added.
“Every kid needs complete nutrition for overall well-being. However, between taste and health, taste is often the winner and it is a daily struggle for the mother to feed him healthy food on a regular basis,” Jaipuriar said.
“Réal Fruit Shakes aims to resolve the contradiction between a mom’s and child’s needs by providing a product that is approved by moms and liked by kids, thereby making health ‘tastier’ for kids. Réal Fruit Shakes resolve the ‘taste and health’ dichotomy in the best possible way,” he added.
“Apart from being a healthy proposition for kids, it also comes in a convenient format that prevents the hassle a homemaker has to go through to prepare a mango shake at home. The product is packed in a six-layered Tetrapak packaging, which ensures a shelf life of six months. So, kids can now enjoy a mango shake throughout the year,” Jaipuriar said.
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