The company said it has test launched the new product in select markets of Delhi and Punjab and plans to roll out in other parts of the country soon.
"With the launch of Real Fruit Shakes, we aim to not only extend brand Real to give our consumers more choices but also make the experience of having milk more enjoyable and nutritious for kids," Dabur India general manager- Marketing (Foods) Praveen Jaipuriar said in a statement.
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The brand - Real Fruit Shakes - has been test launched with a single variant, Mango Shake and will be offered to consumers in two packings, 200 ml for Rs 25 and one litre for Rs 105.
The company plans to extend the Real Fruit Shakes range shortly with the addition of other fruit and milk combinations, Jaipuriar added.
"Real Fruit Shakes is currently being test launched in Delhi and Punjab and the initial response is encouraging. Dabur plans to soon launch the brand in other parts of the country too to cater to the demand for healthy and tasty milk based drinks for kids," the company said.
The milk shake market in the country is estimated to be around Rs 900-1,000 crore per annum.
Real is an over 15-year-old brand of Dabur and has a dominant share of the branded fruit juice market in India.
On November 05, 2013, at 11:05 hrs Dabur India was quoting at Rs 172.85, down Rs 5.1, or 2.87 percent. The 52-week high of the share was Rs 184.90 and the 52-week low was Rs 120.90.
The company's trailing 12-month (TTM) EPS was at Rs 3.55 per share as per the quarter ended September 2013. The stock's price-to-earnings (P/E) ratio was 48.69. The latest book value of the company is Rs 9.15 per share. At current value, the price-to-book value of the company was 18.89.
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