Dabur Foods launches Real Junior for children below 6 years

With a 55 per cent marke
15 May 2004

With a 55 per cent market share, Dabur Foods, the largest packaged, preservative-free fruit juice manufacturer, has launched a new sub-brand Real Junior, targeted at kids below six years — creating an age-specific market segmentation. This is claimed to be a first of its kind segmentation in the Indian fruit juice market in keeping with Dabur's marketing strategy of segmenting the market with customised fruit juices.

Real Junior has been launched in two flavours — mango and apple, enriched with calcium, in 125 ml packs for children below six years. The vibrant packs with animated fruit characters are intended to appeal to children by highlighting the taste and nutrition of Real Junior.

Yet another innovative offering from Dabur Foods portfolio this summer, is the 'exotic fruit nectar' variant, Real Cranberry Nectar, to be introduced for the first time in the Indian market. Real Cranberry Nectar, available in 1-litre packs for Rs. 75, offers the flavour and nutritive value cranberry, rich in vitamins, minerals and antioxidants, which makes it a healthy beverage.

According to Amit Burman, CEO, Dabur Foods Ltd, "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."

Dabur Foods has a portfolio of nine variants under the Real brand, which offers the largest range of fruit juices — 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 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," says. Sanjay Sharma, marketing head, Dabur Foods.