Dabur in milk fruit shake market

Real is an over 15-year-old brand of Dabur and has a dominant share of branded fruit juice market in India

Dabur India on Monday announced its entry into the estimated Rs 1,000-crore packaged milk fruit shake market, with the launch of Real Fruit Shakes.

The product has been test-launched with a single variant, Mango Shake, in select markets like Delhi and Punjab. It would be priced at Rs 25 for a 200-ml pack and Rs 105 for a 1-litre pack.

Dabur plans to soon launch the brand in other parts of the country to cater to the demand for healthy and tasty milk-based drinks for children, the company said said in a statement.

“With the launch of Real Fruit Shakes, we aim to not only extend the Real brand to give our consumers more choices but also make the experience of having milk more enjoyable and nutritious for kids," said Dabur India general manager - marketing (foods) Praveen Jaipuriar, in a statement. The company plans to extend the Real Fruit Shakes range soon with the addition of other fruit and milk combinations, he added.

Real is a 15-year-old brand of Dabur and has a dominant share of the branded fruit juice market in India.

In December last year, Dabur had added two fruit-mix variants — Banana Strawberry and Green Apple Punch — expanding its Real Activ range.

At present, Dabur offers over 25 variants under the Real brand.