Dabur forays into packaged milk fruit shake segment

The company said it has test launched the new product in select markets of Delhi and Punjab and plans to roll out in other parts of the country soon.

"With the launch of Real 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," Dabur India Ltd General Manager- Marketing (Foods) Praveen Jaipuriar said in a statement.

The brand - Real Fruit Shakes - has been test launched with a single variant, Mango Shake and will be offered to consumers in two packings, 200 ml for Rs. 25 and 1 litre for Rs. 105.

The company plans to extend the Real Fruit Shakes range shortly with the addition of other fruit and milk combinations, Mr Jaipuriar added.

"Real Fruit Shakes is currently being test launched in Delhi and Punjab and the initial response is encouraging. Dabur plans to soon launch the brand in other parts of the country too, to cater to the demand for healthy and tasty milk based drinks for kids," the company said.

The milk shake market in the country is estimated to be around Rs. 900-1,000 crore per annum.

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