After launching fruit-based yoghurt in drinkable form last month, Dabur India is in the process of launching its new juice sub-brand called Real “Supa Fruits”.

Praveen Jaipuriar, Category Head – Foods, said: “With Real, we have strong brand equity in the packaged juices segment. Fruits are our core strength and we are focused on offering consumers healthier products. We have positioned our juices clearly. With Real, we address the mother and child, and with Real Activ we target adults. Now, we are launching a new sub-brand called Real Supa Fruits.”

This sub-brand will include new juices like those of exotic fruits from international markets. The company is initially launching two variants — strawberry and plum and goji berry and guava.

The company plans to target extra health-conscious consumers with the new “nutritious” offering and is in the process of seeding the product in the market and gauging consumer response.

Costly sip

“Real Supa Fruits is packed with high-nutrient value and superior quality fruits and is positioned in the premium segment,” he claimed. Jaipuriar said the product will be priced nearly 20 per cent higher than its normal range of juices. A one-litre pack is priced at Rs 105. The company will also focus on a large-scale sampling exercise through kiosks across metros.

Culinary range

The company is also looking at new strategies for its culinary range under brand Dabur Hommade. Jaipuriar said the category was cluttered in both the organised and unorganised sectors.

“We are in the process of formulating our strategy for future growth in this category. Our research suggests there is a growing penetration of cooking pastes in urban India.

“Also, with our Rs 5 priced packs, we have seen growth even in smaller cities. We could look at more specialised cooking pastes and other such categories where we can add value.”

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