Dabur Expands its Real fruit juice brand into the healthy snacking category

Packaged consumer goods maker Dabur has entered the snacking category by extending its fruit juice brand Real. It recently introduced chia and roasted pumpkin seeds under the Real Health brand, according to a company’s earnings presentation released. Real Health—is the company’s third and the latest sub-brand under Real; the company is ready to launch a variety of healthy snacking options under the brand.

During the company’s earnings call, Mohit Malhotra, Dabur India’s chief executive officer, said, “We have started with the launch of Chia Seeds and Roasted Pumpkin Seeds under this sub-brand and will be expanding this to cover more such premium and value-added healthy snacking products and superfoods,". To be sure—Real, an Rs1,000 crore brand—is already present in juices, nectars, fruit drinks as well as milk-based beverages. Dabur counts it among its nine power brands. Last year it entered the low-priced fruit drinks market competing with the likes of Coca-Cola’s Maaza. In 2020-21 the company launched 13 new products and variants under Real beverages. In the long term, Dabur intends to grow Real from a “power brand" to a “power platform".

The company also sells value-added milk-based beverages under Real Milk Power. “We intend to steer clear of commoditised dairy products here and are focussing on value-added products. So, we have launched Real Frappes and milkshakes under this sub-brand. We have already garnered a 1% market share in the milkshakes market with this brand," Malhotra added.