Nature’s Best To ‘Ketchup’ With Institutional Market

Dabur Foods recently launched the brand Nature’s Best, which is its first brand targeted exclusively at the institutional segment such as hotels, airlines, restaurants, catrers and hospitals. The company’s multi brand foods portfolio includes Real fruit juices, the flagship brand of Dabur Foods, Hommade traditional pastes and Coolers which are fruit drinks, Lemoneez Lemon Juice which is a substitute for fresh lemon juice and Capsico sauces.

Nature’s best tomato Ketchup is available in a one kg glass bottle with a shelf life of 12 months and is priced at Rs 60. The compnay claims that none of their products contain any type of preservatives and are subject to stringent and hygenic manufacturing practises.

“The Nature’s Best brand is a result of extensive research conducted in the consumption patterns and preferences of customers’ clientele. This tomato ketchup is customised to cater specifically to the bulk market, offering superior quality and economic pricing,” said Amit Burman, CEO, Dabur Foods Ltd.

In an attempt tp provide value added services to this segment, the company in co-ordination with food and beverage professionals has been conducting training sessions and has helped introduce a reletively workshop on a new concept called ‘Mixology’, for Bartenders.

In addition to this Dabur Food Services works with product development teams of hotels and restaurants to ceate new recipes on account of the fact that “25 per cent of Dabur Food Services total turnover comes from this segment. With the total launch more specially formulated products from Natures’ Best the company aimes at attaining 20 per cent of the market share in this category,” added Burman.