I can’t believe it’s…fruit juice

Presumably marketers spend plenty of time and money choosing names for new products. “It’s margarine,” they say. “But it tastes oh-so-creamy, just like butter in fact.” So, after convening several focus groups, they come up with gems such as ”

Presumably marketers spend plenty of time and money choosing names for new products. “It’s margarine,” they say. “But it tastes oh-so-creamy, just like butter in fact.” So, after convening several focus groups, they come up with gems such as “I Can’t Believe It’s Not Butter” and “Utterly Butterly”.

So, the Diary wonders, what came over the good folks at Unilever – who have named their new healthy drinks range AdeZ.

Apparently it is pronounced Add-ezz, but that isn’t how the Diary thought it would sound when it first clapped eyes on a pack.

And the idea of some mango and apricot flavoured AdeZ doesn’t necessarily tickle the Diary’s fancy, even if it does promise to “to help support your natural defences”.

It’s all a bit reminiscent of the, possibly apocryphal, tale of the 1980s perfume called “Silage” and soft drinks with names like “Sweat” that crop up on TV shows about “hilarious” foreigners hosted by Chris Tarrant.

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