Dabur India Ltd. was honored with the CMPL Expo 2024 Propel Award for the groundbreaking launch of Real Fruit Power – Real Bites. This award celebrates the brand’s exceptional innovation in the beverage sector, which combines the natural goodness of real fruit chunks with modern-day consumer preferences, in a convenient and shelf-stable CAN format.

Real Fruit Power Real Bites stands out with its unique blend of refreshing fruit chunks in variants like Peach & Pineapple and a contemporary Green Apple (without chunks). This product caters to a growing demand for healthier, natural beverages while providing an enjoyable sensory experience. The product’s “Shake, Open, Drink & Bite” USP, coupled with eye-catching AI-led designs and vibrant packaging, has revolutionized the beverage market.

The team’s relentless pursuit of excellence was key to Real Bites’ success. The R&D Team set new standards for quality, taste, and innovation, while the Packaging Team enhanced consumer satisfaction by introducing the CAN format with an impressive shelf life of one year. The product’s success was also driven by an effective go-to-market strategy, focusing on untapped markets with high potential.

Real Bites is a true example of innovation, with its real fruit chunks and modern packaging that meets the needs of today’s consumers. The beverage’s AI-inspired packaging design, bright color themes for each variant, and shelf-stable CAN format make it a standout product in the competitive beverage landscape. The product’s USP – “Shake, Open, Drink & Bite” – has become a defining feature of the brand.

The product’s success was driven by cross-functional collaboration. Teams from Procurement, Product Development, Supply Chain, R&D, Operations, Sales, and Marketing all worked seamlessly to ensure timely deliveries and maximize market impact. Additionally, external suppliers, such as Ball for the CAN packaging, ensured that high-quality standards were met for timely deliveries.

Each team member’s unique contributions were vital:

• R&D Team: Innovated by combining real fruit chunks with CAN packaging for a fresh, convenient beverage.

• Marketing: Developed engaging print campaigns and out-of-home (OOH) advertising for brand visibility and customer acquisition.

• Supply Chain: Ensured seamless product delivery, meeting consumer demand across various CFAs and retail outlets.

• Packaging: Created vibrant and AI-inspired designs that stood out on shelves while offering a longer shelf life.

• Procurement: Streamlined the supply of raw and packaging materials, ensuring smooth logistics and availability.

Through their innovative approach, dedication, and collaboration, the team behind Real Bites has demonstrated the power of diverse expertise and driven Real Fruit Power to new heights.