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Fruit juice segment poised for 30% growth
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Saturday, 04 March, 2006, 08 : 00 AM [IST]
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Sabyasachi Samajdar, New Delhi
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timated to be worth Rs 500 crore organised fruit beverage market (nectars, drinks and juices combined) and the segment is growing at about 30 per cent per annum. Big players like Dabur, Pepsi, Godrej and Parle Agro are already in the market and in view of the swift growth in the market, newcomers like Surya Foods and Agro, Mother Dairy, Ladakh Foods, Pioma Industries have come into the market with new products in the recent years.
Amit Burman, Chief Executive Officer, Dabur Foods, told Food & Beverage News in an interview that the market share of Dabur's Real Fruit juice is now 60 per cent. No doubt Dabur's Real Fruit juice is the market leader followed by Pepsi's Tropicana. The two major fruit juice makers in India, Tropicana and Dabur are going all out to tease Indian taste buds with ethnic flavours. However, Godrej's Jumpin is slowly achieving its space in the fruit juice market. Godrej Industries Foods Division has introduced fruit juices under the Xs brand, which earlier only consisted of nectars. Parle Agro's Frooti and N-Joi too are doing well in the market. Delhi NCR-based Surya Foods and Agro Ltd, manufacturers of Priyagold biscuits, has forayed into the juices segment. Mother Dairy has recently launched the Safal brand of juices. Safal is currently available in orange, mixed fruit, grape and an orange-apple combination. Ladakh Foods, makers of the Leh Berry seabuckthorn berry drink, has now launched an apple-peach combination juice and a mixed fruit variant. Ahmedabad-based Pioma Industries, makers of the Rasna brand of soft drink concentrates, test marketed a diluted mango juice in Andhra Pradesh recently. There are now racks filled with fruit juices, nectars and drinks.
Real juices from Dabur Foods
Dabur Foods introduced for the first time in the Indian market Cranberry juice - Real Cranberry Nectar. An innovative product from Dabur Foods' portfolio, Real Cranberry Nectar is exotic fruit juice nectar, available in 1-litre packs. According to sources, Real Cranberry offers the exotic flavour and nutritive value of cranberries, rich in vitamins, minerals and antioxidants, which make it a healthy beverage. Dabur Foods' flagship brand, Real offers the largest range of fruit juices, which are an assortment of traditional Indian and international flavours - orange, mango, tomato, pineapple, mixed fruit, grape, guava, litchi and cranberry. Real Fruit Juice is a packaged, 100 per cent preservative-free fruit juice brand offering consumers the great taste and wholesome nutrition of freshly squeezed juice in a hygienic and attractive pack. 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 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. The brand has also won the award for 'Highest sales growth achieved by a brand' in the non-dairy category. Dabur Foods also launched preservative-free fruit juice a sub-brand Real Junior in 2004, targeted at kids below six years - creating an age-specific market segmentation. This is claimed to be a first of its kind segmentation in the Indian fruit juice market in keeping with Dabur's marketing strategy of segmenting the market with customised fruit juices. Real Junior has two flavours - mango and apple, enriched with calcium, in 125 ml packs for children below six years. The vibrant packs with animated fruit characters are intended to appeal to children by highlighting the taste and nutrition of Real Junior. Dabur Foods has a portfolio of nine variants under the Real brand, which offers the largest range of fruit juices - an assortment of traditional Indian and international flavours - orange, mango, tomato, pineapple, mixed fruit, grape, guava, litchi and cranberry. To expand the choice-set of juices for consumers, Dabur Foods has constantly been introducing innovative variants like Real Activ Orange Carrot - India's first fruit-vegetable juice. The company has also launched multiple-size options to kids like Real Fruit Juice School packs that suit varied consumption needs and occasions. Dabur Foods had launched "India's first" packaged, fruit-plus-vegetable juice, Real Activ Orange Carrot, a blend of juicy oranges and sweet carrots. A nutritious powerhouse to boost the health. This powerful combo brings together the taste and nutrition of orange, with the beta-carotene rich carrot juice that is recognised by health experts as the 'wonder juice'. Packed with high amount of antioxidants Vitamins A, C and E, Real Activ Orange Carrot juice provides instant rejuvenation to body and also strengthens the immunity levels. Real Activ Orange Carrot juice is a delicious and convenient way to include more vitamins and minerals in your diet. Carrot juice, also known as the 'miracle juice,' is beneficial for eyes, skin and the digestive system. Orange juice provides energy, relieves nausea and also helps in improving resistance of the body. Real Activ is targeted at health conscious young executives for whom fitness is a way of life and is available in orange and apple flavours.
Pepsi's Tropicana
Tropicana has launched a sub-brand Tropicana Tropics and is introducing new flavours mango nectar, guava pulp and litchi juice under this brand. It may be recalled that Pepsi had launched mango and litchi flavours earlier under its fruit drink brand 'Slice' in returnable glass bottles. Tropicana juices have 80 per cent fruit pulp content. At present Tropicana has about seven flavours in the market - apple, pineapple, orange, apple orange, grape and mixed fruit. The company is now working on building the same capacities for other fruits like guava, pineapple, papaya pulp, grapes and pomegranate. PepsiCo teamed up with Punjab Agri Export Corporation for a joint citrus cultivation project in 2003 in Punjab. The company was looking for a similar deal with pineapple farmers in Kerala. Dabur Foods is going local with a vengeance with its fruit juices. It is also aiming to expand its market by introducing juices with a lower price tag. The company has launched a new brand 'Coolers' in four variants - green mango, pomegranate, jamun, and water melon with one litre of Cooler priced at Rs 50. Coolers like Tropicana Tropics also contains only 20 per cent of fruit pulp against over 80 per cent in Real variants.
According to sources, Tropicana Pure Premium orange juice is made from one thing - Orange. Original with no pulp, Homestyle with some pulp, and Grove stand with lots of pulp. Also look for the Calcium fortified products: Calcium plus Vitamin D with no pulp, and Grove stand (Lots of Pulp) with Calcium. Tropicana Pure Premium is the orange juice brand.
Jumpin, Xs from Godrej
The foods division of Godrej Industries has been one of the pioneers in the fruit drinks and fruit nectar categories in India. It offers two well-known brands - Jumpin and Xs. Jumpin - this range of fruit drinks is available in four flavours: mango, pineapple, apple and orange. It comes in an innovative baseline pack design that is trendy and easy to hold. Flavour retention is high and freshness of taste is never lost. Jumpin can be enjoyed straight or in a punch or cocktail. It is available in slim packs of 200 ml in trays of 27 (straws provided). Also available in 1000 ml packs. Xs - this brand comes in three flavours: mango, litchi and orange. Xs contains high-quality fruit pulp, which makes it tastier and more filling than ordinary fruit drinks.
It can be served straight
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