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First printed in Checkout Magazine
Strong showing from Unilever
Unilever is set to break into the fruit juice market with the launch of its first major new brand in 12 years.
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| Adez is available in three variants: Pineapple & Passionfruit, Orange and Peach and Mango & Apricot, |
Capitalising on the trend for healthier and functional foods, Unilever has launched Adez, a combination of fruit juices and soya milk. With the strapline Lets stay strong, Unilever is confident this new brand will take soya, historically consumed for health benefits and as a milk substitute for people with lactose intolerance, into the mainstream and boost the £1.6bn juice category. Originally a Latin American drink called Ades, the manufacturer has reformulated and repackaged the product to appeal to UK consumers.
Antonia Bird, Adez senior brand manager, said the positive consumer response the product had received combined with a robust marketing plan would help position Adez as a significant player in the juice category.
We want Adez to be in the top three juice brands in three years.
She said although the majority of consumers reject soya on taste, it was at a tipping point of moving into a mainstream audience. But, only if you can deliver taste and enjoyment, she added. Bird said due to technical advances and innovation Adez delivered on both fronts.
She said the key to Adezs initial success would lie in massive consumer sampling to help drive trial and build consumer loyalty.
During July and August, leading supermarkets are participating in in-store tastings while a sampling road show will visit train stations, music festivals and shopping centres. By the end of the campaign, over two million consumers will have tasted the product.
The samplings are one element of a £12m investment to launch the product. The campaign will also include television ads, outdoor advertising on billboards and bus stops and national newspaper and magazine advertising.
The drink is available in three variants Pineapple & Passionfruit, Mango & Apricot, and Orange and Peach. It is in stores now, retails at £1.69, and is available in cases of eight.
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