Indian FMCG giant Dabur is set to introduce a new juice sub-brand Real Supa Fruits targeted at health-conscious consumers.
Real Supa Fruits will be initially launched in two variants - strawberry and plum and goji berry and guava.
Dabur India foods category head Praveen Jaipuriar was quoted by The Hindu Business Line as saying that Real Supa Fruits contains high-nutrient value and is positioned in the premium segment.
"We are in the process of formulating our strategy for future growth in this category. Our research suggests there is a growing penetration of cooking pastes in urban India," Jaipuriar added.
"Also, with our Rs 5 priced packs, we have seen growth even in smaller cities. We could look at more specialised cooking pastes and other such categories where we can add value."
Real Supa Fruits will be priced 20% more than normal juices, with 1l pack to be available at INR105 ($1.8).
Dabur India will also concentrate on a large-scale sampling exercise through kiosks across metros in India.