AdeZ first appeared in the UK in 2006 under Unilever

AdeZ first appeared in the UK in 2006 under Unilever

Coca-Cola European Partners is to bring back to the UK a former Unilever-owned brand as it enters the plant-based beverage category for the first time.

AdeZ - known as AdeS in other markets - is a soy-based South American smoothie brand made with seeds and fruit juices that The Coca-Cola Co acquired from Unilever last year. CCEP, Coca-Cola's European bottling partner, will launch three AdeZ flavours in 25cl bottles across the UK from March. The brand is also launching across Europe, a CCEP spokesperson told just-drinks.

The company said today the UK roll-out targets growing demand for plant-based drinks, and attempts to make the category accessible and appealing.

Simon Harrison, CCEP's customer marketing director for GB, said: "Consumers are increasingly conscious of their nutritional choices and lead busy lives - almost half are more likely to buy an item if they know the nutritional information. We know they are also looking for more functional drinks that taste great, which is why the launch of AdeZ in the UK will provide an opportunity for retailers to meet this consumer demand."

The launch is not AdeZ's first foray into the UK, where the brand has a chequered history. It was first launched in Argentina in 1988 but Unilever took it to the UK in 2006 before eportedly withdrawing it a couple of years later. 

A Unilever spokesperson told NutraIngredients.com at the time: "It wasn't a complete disaster but the company decided consumer interest in the category was not as high as expected."

just-drinks understands that the latest AdeZ launch is a new product with new recipes.

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