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Low Absorb Technology introduced in Dhara Health's Refined Sunflower Oil
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Saturday, 07 July, 2012, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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fiogf49gjkf0d  Taking the Low Absorb Technology one step further, Dhara, the leading edible oil brand in India announces the unique technology now being available in its Dhara Health Refined Sunflower Oil. The use of new Dhara Health can ensure upto 21.8 per cent low oil absorption. This new variant also comes with the goodness of Vitamin A & D.
Speaking on the launch of the new variant, Dinesh Agrawal, chief operating officer, Dhara SBU, Mother Dairy Fruit & Vegetable Pvt Ltd (MDFVPL) said, "Consumers today have become very health conscious and are constantly evaluating among products to pick the healthiest option while making the purchase decision. We have witnessed that consumers are well informed on the type of cooking oil they consume and the benefits that their oil offers. Consumers expect value added benefits over and above the intrinsic benefits that the product has to offer. One specific aspect that consumers continuously target is how they can consume less oil. Keeping this in mind we are now introducing the Low Absorb Technology in Dhara Health Refined Sunflower Oil. With Dhara Heath, we wish to provide our consumers with a healthy frying/cooking option which allows them to consume their favourite recipes without worrying about the oil that it is soaked in."
He further added, "The 'Low Absorb Technology' is the outcome of the hard work of our R&D & product team who collaborated with FARE LABS Pvt Ltd (an independent NABL-accredited and FSSAI-authorised food testing laboratory) to conduct a comprehensive study before introducing it in Dhara Health. As per the findings of the study, new Dhara Health absorbs 19.8 to 21.8 per cent less oil (tests conducted by frying besan bhujiya and lady's finger) as compared to regular sunflower oil. Dhara Health's fortification with Vitamin A & D is in continuation with the company's commitment to provide healthier options to consumers. Apart from the food absorbing less oil, the introduction of 'Low Absorb Technology' ensures that the nutritional loss is less compared to normal oils as per the study conducted by FARE LABS Pvt Ltd. The oil also retains the quality for longer period than compared to regular sunflower oil."
The 'Low Absorb' variant of Dhara Health is available in 1 litre poly-pouches, 5 litre jerry-cans and 15 litre jerry-cans across all leading retail outlets, multi-brand stores, Mother Dairy booths and Safal outlets.
About Mother Dairy Fruit & Vegetable Pvt Ltd:
On December 4, 1974, Mother Dairy was commissioned under the flagship 'Operation Flood' project of the National Dairy Development Board (NDDB). Today, Mother Dairy Fruits & Vegetable Pvt Limited is a wholly owned subsidiary of NDDB.
Mother Dairy is a trusted brand, known for consistent supply of milk since 35 years in Delhi and NCR and has become an integral part of the lives of the millions of people living in the city. Mother Dairy has been a market leader in the branded milk segment in Delhi and sells close to 28 lakh litres per day in the city.
Mother Dairy has also evolved into a significant dairy products player with presence in the following categories of ice cream, dahi, lassi, flavoured milk, butter, cheese and UHT milk. Mother Dairy also markets nationally frozen foods and juices under the brand name 'Safal'. The Dhara range of edible oil is also manufactured and marketed by Mother Dairy across various markets.
The company has also entered new categories such as probiotics with the launch of Mother Dairy 'b-Activ' probiotic curd and lassi, 'b-Activ' plus curd and 'Nutrifit' probiotic. Mother Dairy's 'Nutrifit Campaign' was recently adjudged as the best campaign in "Nutri Marketing Category" at the prestigious International Dairy Federation (IDF) Marketing Awards 2008 held at the World Dairy Summit in Mexico on November 2008.
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