Unilever is splashing out £12m on a new range of healthy juice drinks - its first new brand launch in 12 years.
The AdeZ range of drinks are a blend of fruit juice, soya protein and other essential vitamins and minerals that help maintain a strong body. There are three flavours in the range - pineapple & passion fruit, mango & apricot, and orange & peach - and each is available in 1ltr chilled Tetrapaks with a rrp of £1.69.
Mike Knowland, AdeZ business manager at Unilever, said: "This is a massive launch for Unilever and represents huge potential for retailers. We expect the launch will make soya much more accessible, everyday and mainstream, and drive growth of the juice category."
Unilever advises retailers to merchandise the new range in the chiller alongside other 1ltr fruit juices. For c-stores with limited space, orange & peach is the entry point to AdeZ, but mango and pineapple are the two fastest growing juice flavours at a rate of 43% and 23% respectively.
The £12m support package includes a TV campaign that breaks in July which runs to the end of the year, and sampling activity with two million consumers.
A similar product is being sold in South America under the AdeS brand where it is growing at a rate of 20% year on year. The product has been given a higher soya content and different flavours for the UK market.