Unilever UK Foods has launched its first new major brand in 12 years.
AdeZ is a range of healthy drinks, combining fruit juices and soya. The drink is fortified with vitamins and minerals that help maintain a strong body as part of a healthy diet.
AdeZ is dairy free, made with non-GM soya, contains vitamin C and has as much calcium as a glass of milk.
The launch is backed by a pound;12m investment, including TV and sampling campaigns.
AdeZ comes in one-litre tetra packs of three flavours: Pineapple Passion fruit, Mango Apricot and Orange Peach. It has an RRP of pound;1.69 and has a case size of eight.
Mike Knowland, AdeZ business manager at Unilever UK Food, said: “This is a massive launch for Unilever and represents huge potential for retailers.”
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