Aditya Chatterjee

Dabur Foods forays into packaged soup category

The HOMMADE soups would be available in three variants – tomato, mushroom and sweet corn

Dabur is in the thick of action. No sooner than it unveiled its new logo, the foods company - Dabur Foods, has decided to enter the Rs 408 million ready-to-use packaged soup category. The company is launching its soup range under the brand name HOMMADE.

To begin with, HOMMADE would be available in three variants - tomato, mushroom and sweet corn. The soups are preservative-free and do not contain harmful chemicals such as Mono Sodium Glutamate (Ajinomoto).

With the launch of HOMMADE soups, Dabur Foods is eying 10 per cent of the branded soups category in the first year of its national rollout.

Amit Burman, CEO, Dabur Foods, says, "Our decision to enter the packaged soups segment was driven by two factors: First, our ability to offer a liquid soup concentrate, which offers the goodness of fresh vegetables. HOMMADE soups are healthier and tastier as the liquid soup formulation imparts the nutrition and flavor of vegetables more effectively than dehydrated soup options. And second, the category offers a tremendous growth opportunity."

HOMMADE soups would be available in 200 ml tetrapaks. While the Tomato soup has been priced at Rs 16, Mushroom and Sweet Corn are available at the same price, Rs 18.

Shedding some light on the marketing strategy for HOMMADE soups, Sanjay Sharma, head of marketing, Dabur Foods, says, "The launch is being supported by an extensive marketing campaign which involves soup festivals across metros to increase awareness and consumer trials. We are also organizing cross-promotions with REAL fruit juice, extensive in-shop sampling and retail visibility."

HOMMADE is the only national brand that offers a range of region specific culinary ingredients such as cooking pastes (ginger, garlic and tamarind), tomato puree, and coconut milk.

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