Unilever readies first major food brand launch in years

Unilever is planning to launch a completely new food brand aimed at boosting its range of healthier eating products. It is due to be launched in the second half of this year.

The company is currently using the name Adex for the range, but it is not clear if this will be the permanent brand name. The first product to be launched under the new brand will be a fruit smoothie made with soya milk.

It is understood that the brand will be a range of “super healthy” products that aim to help consumers get their five fruit and vegetables a day as well as vitamins and nutrients from other healthy ingredients, such as soya.

The launch is in line with a shift in the food industry towards healthier eating. Unilever already had a range of functional products under the Flora Pro.Activ range and last year launched a fruit and vegetable single-shot drink called Knorr Vie Shots. The non-dairy product is aimed at people looking to up their intake of fruit and veg and at those who are lactose intolerant.

Unilever has focused on disposing of brands under its Path to Growth strategy rather than launching them over recent years. Under these plans, it cut its brands from 1,700 to fewer than 500.

Under chief executive Patrick Cescau, the company moved away from reducing the number of brands to focusing on more advertising and promotional spend on its star brands.

The new range is expected to receive significant marketing and advertising spend, including a major TV campaign as well as press and outdoor support.

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