Dabur expands fruit drink portfolio

FMCG major Dabur India today entered into the fruit-flavoured beverages segment, with aims to garner up to 5 per cent share in the estimated Rs 1,100- crore Indian fruit beverages market. The company today launched 'Real Burrst', in four flavours — mixed fruit, crispy apple, orange and mango — under its 'Real' brand which is the flagship of Dabur's fruit juice portfolio. "Dabur has been in the health and nutritious drink market under our Real and Activ brand. However, we are entering the non-fizzy fruit-flavoured beverage market under our 'Real Burrst' brand," Dabur India Marketing Head (Food Division) K K Chutani told reporters here. He said the company is looking at getting a market share of 4-5 per cent within the next three years in the Indian fruit-flavoured beverages market on the back of its new products. "However, our entire fruit drink business is around Rs 300 crore and is growing at a rate of 23 per cent. So we want to maintain it," he said. Dabur's 'Real Burrst' will take on the likes of 'Maaza' and 'Frooti', the major players in the fruit-flavoured beverages market in the country.

Source: Business Standard