Dabur Foods relaunches Real Fruit Juice

Company press release, April 8, 2003

New Delhi

Dabur Foods has relaunched Real Fruit Juice in a new, vibrant and attractive international look to maximise drool appeal. The new design communicates the brands' taste benefit i.e. 'Real tastes like eating a fruit'.

"The relaunch of Real Fruit Juice is a part of our strategy to realign the look and feel of the brand more closely with its benefit i.e. 'Real tastes like eating a fruit'. The new packs look world class, has an enhanced food appeal and communicate the fun and nutritional aspects of Real Fruit Juice," says Mr. Amit Burman, CEO, Dabur Foods Ltd.

Research conducted by Blackstone Market Facts found that Real was preferred by over 50% of the respondents as compared to 39% for other competing brands. The key differentiator for Real from the competition was its natural taste.

The new packs were developed on the basis of feedback received from consumers, extensive retail studies and in consultation with the specialist branding & positioning consultancy, Aliagroup.

Key design elements of the new look

· Maximised drool appeal with eye catching visuals of luscious fruits & juices

· De-cluttered design focuses on one message: Real tastes like eating a fruit

· Redesigned modern logo unit locked in a dynamic button for global look and feel.

· Consumers will now be able to recognise the flavours even more easily in cluttered retail outlets.

o Distinct colours have been used to indicate each of 8 flavours offered.

o In retail situations, this helps consumers identify the flavour just by looking at the pack, even from a distance. E.g. The grape juice pack is purple and the mango juice pack is yellow.

"The relaunch of Real in a new pack is another step towards further strengthening our position in the market. Good packaging is the face of a brand, a powerful silent salesman and creates the tangible 'first impression' among consumers. Real's new packs are attractively designed to communicate and reinforce to consumers the great natural taste and nutritional benefits of Real", says Mr. Sanjay Sharma, Head of Marketing, Dabur Foods Ltd.

100% preservative free juice with the world's best packaging technology

· Dabur Foods is the only juice company in India and among the top 5 companies in the world to use the latest spin cap tetra pack, cold fill technology and spill-proof double seal cap for packaging Real.

· Real Fruit Juice is packaged in crush-free, double laminated packs.

· The best in class packaging features have multiple benefits

o The taste & nutrition of freshly squeezed juice is secured in hygienic packs

o Packed in this manner, Real does not require any preservatives - making Real 100% preservative free.

o It helps retain the fresh & natural taste of juice for a longer duration.

· Real Fruit Juice is India's first and only packaged Fruit Juice brand to get SGS (Societe Generale de Surveillance) certifications for high safety standards used in packaging that conform to the stringent HACCP and GMP standards.

Consumer Education

Dabur Foods is working towards educating consumers about the difference between packaged juices that are natural & preservative free like Real and other tinned juices and artificial fruit drinks that are usually confused with this category.

The company recently organised India's first flair bartending event, the 'Real Juice Jockey' contest that was targeted at the Horeca segment. The objective was to create awareness among institutional buyers that Real is fresh juice and not tinned juice.

The Horeca segments are key influencers for out-of-home consumption of juices. For instance, an experience all of us can relate to is asking for fruit juice in a restaurant only to be told that tinned juices are available. We usually end up having some other beverage.

The Real Juice Jockey contest was an innovative & fun way of creating awareness of the difference between Real Fruit Juice, which is natural & 100% preservative free and synthetic tinned juices, which are artificial.

Real Fruit Juice

The flagship brand of Dabur Foods, Real is India's leading packaged, 100% preservative free fruit juice brand offering consumers the great taste and wholesome nutrition of freshly squeezed juice in a hygienic and attractive pack.

It offers the largest range of eight juices: orange, mango, pineapple, grape, guava, mixed fruit, tomato and litchi. Real Activ, which is targeted at health and fitness conscious young adults, is available in orange and apple flavors.

'Real' was recognized as the 'Fastest growing brand' for 2001-02 in the first ever beverage industry seminar in India. Real Fruit Juice is a market leader in packaged fruit juice category commanding more than 55% market share.

For further information, please contact:

Pooja Rekhi

Accord PR

Tel: 24320132/33, 24311163

Email: pooja_accordpr@hotmail.com