Dabur Foods, which has 55 per cent market share in the preservative-free fruit juice segment, has introduced age-specific market segmentation with a new sub-brand, Real Junior, targeted at children below six years, claimed to be a first-of-its-kind initiative in the country.
Real Junior has been launched in two flavours, mango and apple, enriched with calcium, in different size packs to suit varied consumption needs and occasions. The packs are designed with animated fruit characters to communicate the fun, taste and nutritional aspects of the drink.
Yet another offering from Dabur Foods this summer, is the `exotic fruit nectar' variant, Real Cranberry Nectar. Available in 1-litre packs for Rs 75, it offers the flavour and nutritive value of cranberries which are rich in vitamins, minerals and antioxidants. "Our ability to take the segment to the next level of maturity bears testimony to our dominant position in the category. Dabur Foods not only leads with innovation in its product offerings but has now taken the lead in redefining traditional marketing dynamics in the segment," said Mr Amit Burman, CEO, Dabur Foods Ltd.
Dabur Foods has expanded the range of Real to nine variants, which makes it the largest range of fruit juices. The juices are an assortment of traditional Indian and international flavours - orange, mango, tomato, pineapple, mixed fruit, grape, guava, litchi and cranberry. "Our marketing strategy is to offer multiple pack sizes that suit varied consumption needs and occasions. With added benefits of calcium, Real Junior meets the needs of mother who want her kids to have additional nutritional requirements that supplement the basic meal. In addition to this, the 125 ml pack, customised for kids below six years, is just the right quantity for them," said Mr Sanjay Sharma, Head of Marketing, Dabur Foods Ltd.
Real Junior and Real Cranberry Nectar will be available across the metros and other big cities such as Bangalore, Hyderabad, Pune, Chandigarh, Ahmedabad and small cities such as Ludhiana, Amritsar and Jalandhar.
The flagship brand The company's another Real variant, Real Activ, which is targeted at health- and fitness-conscious young adults, is available in orange, apple and orange-carrot flavours. Dabur Foods is reportedly the only juice company in India and among the top five companies in the world to use spin cap cartons, cold-fill technology and spill-proof double seal for packaging.
Real Fruit Juice is "India's first and only" packaged fruit juice brand to get SGS (Societe Generale de Surveillance) certifications for high safety standards used in packaging that conform to the stringent HACCP and GMP standards. The brand has also won the award for `Highest sales growth achieved by a brand' in a non-dairy category, at the sixth National dairy and Beverage Seminar - `Innovation for Growth'.