Innocent shakes up smoothies with functional launches
Coke-owned Innocent is launching a functional smoothie range in the UK from April centered on soft health claims - three varieties will use 'defense' 'energise' and 'antioxidant' positioning.
The drinks (pictured) will have a recommended retail price (RRP) of £2.35 or $3.91, and Dave Pickup, Innocent marketing director, said the Coca-Cola owned brand is looking for ways to "excite and invigorate" the smoothie category.
Smoothie sales in grocery, convenience and impulse channels fell 2% in value terms to £160m ($266m) in the UK in 2012, according to Britvic's most recent Soft Drinks Review.
Volume sales also fell by 9.2% across these channels, but smoothies grew share within soft drinks as a whole by 2.2%
!["We get lots of feedback from people of all ages who like the fact that we don't sound corporate and business-like," says Innocent's Dan Germain. "[But] of course, you can't please all the people all the time."](/var/wrbm_gb_food_pharma/storage/images/_aliases/wrbm_medium/3/8/7/1/721783-1-eng-GB/Do-wackaging-labels-attract-or-alienate-consumers.png)
