Innocent’s new smoothie range “healthiest we've made”
Innocent has launched a new functional health drink range, which the brand says is the healthiest product it has created to date.
Each drink in the new ‘super smoothie’ range carries a specific health claim including “defence”, “energise” and “antioxidant” and contains less than 250 calories.
Dave Pickup, Innocent UK managing director, said: “We have been making smoothies for 15 years now, and are always looking for new ways to excite and invigorate the category. Our innovative new super smoothie range is for those drinkers looking for more from their drink.
“We think they will appeal to existing innocent drinkers, but also believe the range will help bring new consumers in to the category and the Innocent brand.”
Innocent said it is investing “significantly” in marketing efforts for the launch, which includes experiential, digital, print, in-store marketing, sampling and promotions.
In January it launched a £3.5m ‘Chain of Good’ campaign following a successful 2013 when the brand’s business grew 7.4 per cent.
The smoothies retail at £2.35 and will be available in stores from April.