Dabur, the brand that brought Tetrapak fruit juices to the Indian consumer, has entered the ‘milk shake’ market with the launch of Real Fruit shakes.
The market is largely unexplored. Currently, milk-based products include flavored milk such as ‘badam’, vanilla etc, and yoghurts or traditional preparations.
Real Fruit shakes are priced at Rs 105 per litre, slightly on the higher side compared to other beverages like fruit juice (Rs 65-100).
The beverage will contain actual fruit, the company said.
“With the growing level of health awareness in India, there has been a spurt in demand for healthy functional foods,” said Dabur India Ltd General Manager-Marketing, Praveen Jaipuriar.
Mr. Jaipuriar added that the company plans to extend the Réal Fruit Shakes range shortly with the addition of other delicious Fruit & Milk combinations. Réal Fruit Shakes is currently being test launched in Delhi and Punjab. Dabur plan to soon launch Réal Fruit Shakes in other parts of the country.
Dabur pioneered the concept of packaged fruit juices in India with the launch of with Réal.