Dabur

Dabur India has introduced a new fruit juice pack, RÉAL Fruit Shakes, marking its entry into the packaged milk shake market.

The new product is launched under the Real brand that has also extended its fruit expertise into milk-based drinks with this product.

RÉAL Fruit Shakes has been pilot launched with a single variant – Mango Shake – and will be available in two stock keeping units of 200ml and 1l.

RÉAL Fruit Shakes is packed in a 6-layered Tetrapak packaging which ensures a shelf life of six months.

Dabur India Foods marketing general manager Praveen Jaipuriar said Dabur has always been at the forefront of innovation.

"We pioneered the concept of packaged fruit juices in India with the launch of with Real and were also the first to introduce 100% fruit juices and fruit-vegetable juices under with Real Activ," Jaipuriar added.

"We expanded the category with India’s first fruit fiber beverage – Real Activ Fiber+ and have recently introduced the category of Superfruits juices in India with the launch of RÉAL SUPAFruits. With the growing level of health awareness in India, there has been a spurt in demand for healthy functional foods.

"With the launch of RÉAL Fruit Shakes, we aim to not only extend brand Real to give our consumers more choices but also make the experience of having milk more enjoyable and nutritious for kids."

The company is currently carrying out the test launch of RÉAL Fruit Shakes in Delhi and Punjab, with plans to soon launch it in other parts of the country too.

Jaipuriar said the company plans to extend the RÉAL Fruit Shakes range shortly with the addition of other fruit and milk combinations.

Image: The 200ml pack of RÉAL Fruit Shakes is sold for INR25 ($0.4), while 1lt pack for INR105 ($1.7). Photo courtesy of Dabur India Ltd.