Innocent launches 'more refreshing' smoothie

Innocent has launched a thinner version of its standard smoothie called the Extra Juicy Smoothie, aimed at consumers who find the texture of its standard product too thick.

Innocent: unveils its Extra Juicy Smoothie range
Innocent: unveils its Extra Juicy Smoothie range

The Coca-Cola-owned drinks firm’s new range is being marketed via social media channels and in-store activity later this month. In an ad in the retail trade press, Innocent described the new line as "The best thing since crushed fruit".

Extra Juicy Smoothies are packaged in Innocent's take-home cartons and come in three flavours: cherries and strawberries; pineapples, mangoes and oranges; and strawberries, blackberries and raspberries. The standard crushed fruit ingredient has been blended with extra juice to make the drink more refreshing and "easy to drink".

An Innocent spokeswoman said: "Some people told us that they find the texture of smoothies a bit too thick for them – especially to have with a meal.

"So our new Extra Juicy Smoothies have been especially developed to be a more refreshing smoothie to appeal to new drinkers, and of course our current drinkers who would like to try something new."

The range will go one sale at major supermarkets in the next week or so and will be priced £2.79 per carton.

Earlier this year, Innocent reinserted the word "juicy" into its flavoured water products, after switching from Juicy Waters to This Water six years ago; while in February, soft drinks giant Coca-Cola increased its stake in Innocent Drinks to more than 80%.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Martin Freeman fronts Vodafone UK's first integrated ad campaign by Ogilvy

The Hobbit and Sherlock star Martin Freeman plays a rude wedding guest in Vodafone's first integrated ad campaign since the telecoms giant moved its UK ad business to Ogilvy & Mather earlier this year.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More