Coca-Cola launches Adez drink line in the UK ahead of sugar tax

Coca-Cola European Partners has announced the launch of plant-based drink line Adez in the UK, to go on sale before the upcoming sugar tax is implemented.

The Adez brand originates from Argentina, where it was launched in 1988. It was acquired by Coca-Cola last March.

With no added sugar, Adez is a dairy-free smoothie which contains seeds, fruit juices and vitamins. The three-strong range is available in 250ml single-serve bottles.

Adez will launch at the end of March in the following flavours: amazing almond mango-passionfruit, mighty oat strawberry-banana, and courageous coconut berry.

The UK sugar tax will come into place in April. There will be two bands – one for sugar content above 5g/100ml and a second higher band for sugar content above 8g/100ml. It will only be applied to water-based soft drinks, meaning that milk-based beverages and pure fruit juices are exempt.

Coca-Cola announced earlier this year that it will shrink its 1.75-litre bottles and raise prices in the UK in response to the sugar tax.

The launch of Adez will be supported by a marketing campaign, including consumer advertising, digital and PR targeting millennials.

Simon Harrison, CCEP GB customer marketing director, 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 GB will provide an opportunity for retailers to meet this consumer demand.

“We’re launching Adez with three new recipes to bring variety to the market and help retailers cater to all tastes. Our three 250ml seed and fruit juice dairy-free smoothies, with resealable and easy-to-carry bottles, are perfect for a busy day whilst on-the-go.”