Dabur forays into the milk segment

CHENNAI: Dabur has forayed into the packaged milk shake market with the launch of Real Fruit Shakes under the brand Réal. This also marks brand Réal extending its fruit expertise into milk-based drinks.
So far, Fruit Shakes has been test launched with a single variant - Mango Shake and will be offered to consumers in two SKUs (stock keeping units) - 200ml for Rs 25 and one litre for Rs 105. "Dabur has always been at the forefront of innovation.
We pioneered the concept of packaged fruit juices in India with the launch of with Réal and were also the first to introduce 100% fruit juices and fruit-vegetable juices under with Réal Activ. We expanded the category with India's first fruit fiber beverage - Réal 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 Réal to give our consumers more choices but also make the experience of having milk more enjoyable and nutritious for kids," general manager, marketing, Praveen Jaipuriar of Dabur India said.
Movinng forward, the company plans to extend the Réal Fruit Shakes range shortly with the addition of other delicious fruit and milk combinations. Réal Fruit Shakes is currently being test launched in Delhi and Punjab and the initial response is encouraging.