Financial Daily from THE HINDU group of publications
Friday, Dec 03, 2004
Financial Daily from THE HINDU group of publications Friday, Dec 03, 2004 |
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Marketing
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New Products & Services Dabur launches packaged soup under Hommade brand Our Bureau
New Delhi , Dec. 2 DABUR Foods on Thursday announced its entry into the Rs 40-crore ready-to-use packaged soup market under the Hommade brand. The three variants introduced in the form of liquid soup concentrates are tomato, mushroom and sweet corn. The company claims these are free of any preservatives as well as mono sodium glutamate (Ajinomoto). With the launch of Hommade Soups, Dabur Foods plans to capture 10 per cent of the branded soups category in the first year of its national rollout. "Our decision to enter the packaged soups segment was driven by two factors; ability to offer a liquid soup concentrate, which offers the goodness of fresh vegetables and the tremendous growth opportunity this category offers. 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 does not contain chemicals like mono sodium glutamate ," said Mr Amit Burman, CEO of Dabur Foods Ltd. Hommade soups will be available in 200-ml cartons. The tomato variant has been priced at Rs 16, whereas mushroom and sweet corn have each been priced at Rs 18. Each soup pack is enough for three servings. Said Mr Sanjay Sharma, Head of Marketing: "The launch is being supported by an extensive marketing campaign, which involves soup festivals across metros to increase awareness and consumer trials. We are also organising cross promotions with REAL fruit juice, extensive in-shop sampling and retail visibility." Other products under the Hommade umbrella include cooking pastes, tomato puree and coconut milk.
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