Unilever UK is pouring £12m into the marketing bucket to back the arrival of its first new standalone brand for 12 years.

A three-strong Adez range of fruit juice drinks blended with soya and fortified with vitamins and minerals will begin rolling out in fruit juice chillers from the middle of next month.

The products are positioned as helping to maintain a strong body and are targeted primarily at pre-family couples and busy working mothers.

Brand manager Antonia Bird said the launch was targeting two key vitality-oriented markets - fruit juice and soya-based drinks. "Soya is at the tipping point for great growth but we'll only unlock the potential if we deliver a great-tasting product," she added. "Adez balances great taste with the inherent goodness of the ingredients."

Unilever's first foray into juice drinks was Vie Shots, launched last year under the Knorr brand. It has had a soya range called Ades in Latin America for 18 years, but Bird said Adez had been developed for the UK, with new packaging and flavours.

The one-litre £1.69 cartons feature a dominant logo in a different colour theme for each of the three variants: green for pineapple & passion fruit, yellow for orange & peach; and orange for mango & apricot. On-pack messages flag up the products' associations with building strength, as well as health information, such as the fact a glass of Adez contains as much calcium as a glass of milk and one-third of the calories of regular fruit juice drinks.

Support activity kicks off at launch with a brand web site, followed next month by a sampling roadshow, which aims to take products to two million people at music and arts festivals throughout the summer.

Press advertising in key women's interest titles starts next month and TV ads follow in July.