Coca-Cola introduces plant-based drinks range

By Gwen Ridler contact

- Last updated on GMT

Coca-Cola European Partners has launched a range a plant-based drinks
Coca-Cola European Partners has launched a range a plant-based drinks

Related tags: Juice, Nutrition

Coca-Cola European Partners (CCEP) is to launch its first-ever range of plant-based drinks, as it looks to tap into the growing health and wellness trend in the UK.

Available in 250ml bottles, AdeZ is a dairy-free smoothie that contains seeds, fruit juices and vitamins and is designed to be consumed on-the-go.

AdeZ will launch at the end of March with three flavour variants: Amazing Almond Mango-Passionfruit; Mighty Oat Strawberry-Banana; and Courageous Coconut Berry.

Simon Harrison, customer marketing director GB at CCEP, 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.

Meet consumer demand

“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.”

The launch will be supported by a marketing campaign, including consumer advertising, digital and public relations targeting millennials – the demographic of the population typically born between the 1980s and early 2000s.

Harrison added: “We’re launching AdeZ with three new recipes to bring variety to the market and help retailers cater to all tastes. Our seed and fruit juice dairy-free smoothies, with re-sealable and easy-to-carry bottles, are perfect for a busy day while on-the-go.”

Originating in Argentina in 1988, the AdeZ brand was acquired by Coca-Cola from Unilever in March last year.

‘Evolving’ the business

The launch is part of CCEP’s plan to “evolve” ​the business into a “total beverage company” ​to offer consumers more choice, such as healthy options as a counterpart to its traditional soft drinks brands.

Plant-based drinks – made with seeds such as almond, rice, and oats – are increasingly popular in the UK, with the emerging category growing by 10% last year, according to market analyst Nielsen.

Meanwhile, Yorkshire-based manufacturer Bite UK has launched a range of pea, rice and peanut snacks​ exclusively at restaurant chain YO! Sushi nationwide.

Related topics: NPD, Drinks

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