Dabur Foods, the multi-brand food product manufacturer has entered the Rs 408-million ready-to-use packaged soup category, launching 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 soups category in the first year of its national rollout. “Our decision to enter the packaged soups segment was driven by two factors: Firstly, 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 like Mono sodium glutamate (Ajinomoto). Secondly, the category offers a tremendous growth opportunity,” said Amit Burman, CEO, Dabur Foods.
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.
On the marketing strategy for Hommade soups, Sanjay Sharma, Head of Marketing, Dabur Foods, said, “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.”
Hommade is the only national brand that offers a range of region specific culinary ingredients such as cooking pastes like ginger, garlic and tamarind, tomato puree, and coconut milk.