Unilever is investing £12m in the launch of AdeZ, its first new major brand in 12 years. It is a range of chilled fruit juices blended with soya protein, vitamins and minerals. The brand is already sold in South America, where it is known as AdeS. Targeting the £1.6bn juice category, the product also aims to build on the increasing popularity of soya by making it more accessible. There are three variants all of which come in 1ltr Tetra packs. A support package includes TV advertising from July and a sampling campaign.