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Dabur launches Real Junior to target kids below 6 years

18-May-2004
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Dabur launches Real Junior to target kids below 6 years

With a 55 per cent marketshare, Dabur Foods has pioneered yet another break-through concept in India. The multi-brand organisation has introduced age-specific market segmentation with a new sub-brand Real Junior, targeted at kids below six years. With a first of its kind initiative in the Indian fruit juice segment, Dabur Foods is segmenting the market to offer customised fruit juice for kids.

Real Junior has been launched in two flavours – mango and apple, enriched with calcium, in 125 ml packs. The vibrant packs with animated fruit characters communicate the fun, taste and nutritional aspects of Real Junior and the company expects them to strongly appeal to kids.

Dabur Foods has also launched Real Cranberry Nectar at the price point of Rs 75 for one litre.

Announcing the launch of new variants, Amit Burman, CEO, Dabur Foods, stated, “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 also now taken the lead in redefining traditional marketing dynamics in the segment.” Dabur Foods has expanded the range of Real to nine variants now.

Deliberating on the marketing strategy of the company, Sanjay Sharma, Head of Marketing, stated, “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 mothers who want their kids to have additional nutritional requirements that supplement the basic meal. In addition to this, the 125 ml pack, customised for kids below 6 years, is just the right quantity for them.”

In the initial stages, Real Junior and Real Cranberry Nectar will be available across the four metros--Delhi + NCR, Mumbai, Kolkata and Chennai, mini-metros like Bangalore, Hyderabad, Pune, Chandigarh and Ahmedabad, and small cities like Ludhiana, Amritsar and Jalandhar.

As per the official communiqué, the flagship brand of Dabur Foods, Real Fruit Juice is India’s leading packaged, 100 per cent preservative free fruit juice brand offering consumers the great taste and wholesome nutrition of freshly squeezed juice in hygienic, attractive packs. Real Activ, which is targeted at health and fitness conscious young adults, is available in orange, apple and orange-carrot flavours.

The brand had also won the award for ‘Highest sales growth achieved by a brand’ in a non-dairy category, at the 6th National dairy and Beverage Seminar – ‘Innovation for Growth’.

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