Dabur India, one of the leading FMCG players in the country, has launched a new variant of juice named Apple Nectar under its flagship brand Real.
The company is also planning add two more variants as it aims a bigger part in the estimated Rs 600-crore Indian packaged juice market. The company shares about 50% of the market.
KK Chutani, marketing head of foods, Dabur India, stated, "We are sure that the new variant of Real will reassert the market leadership positioning of the brand in the packaged fruit juices market."
Real Apple Nectar would be available in both 200 ml and 1 litre tetra packs, priced at Rs 15 and Rs 75, respectively. The company without mentioning the flavours informed that two more variants of Real juices and nectars would be launched in a few weeks.
At present, Real is available in about 10 flavours across the country. Dabur owns two fruit juices brands Real and Active, which are now worth around Rs 250 crore. The company had recently expanded its portfolio in the fruit drink segment by launching - Real Burst in four flavours.
In a statement, the company said that the new variant meets 50% of a childs daily requirement of Vitamin C in one glass (200ml) and contains minerals like Iron and Calcium.
Posted On : 5/30/2009 10:39:55 AM