Smoothie brand Innocent has updated its packaging portfolio with the launch of a new clear bottle.
In a move that includes transparent labels showing colour and texture, PET packaging, and a colourful tamper seal and label, Innocent will introduce the bottle to provide consumers with greater confidence in the pure fruit content of its smoothies.
The drinks are always free from added sugar and colourings, and they’re never made from concentrate. The still contain two portions of fruit in every bottle and are packed with fibre, vitamins and phytonutrients.
Innocent UK & Ireland managing director Nick Canney said: “Innocent was founded back in 1999 to make it easy for people to do themselves some good with the launch of our pure fruit smoothies. Innocent continues to deliver on that promise today with growth of 34.6%. Over the last year we’ve sold more than 750 million portions of fruit and veg and helped millions of people do themselves some good. However with only one in three adults and one in ten teenagers getting their five-a-day, there’s more to do. That’s why we are delighted to reveal our new packaging that so brilliantly showcases what’s inside our smoothies, made from pure fruit and veg and nothing else.”
The new packaging will be available across seven of Innocent’s products in both 250ml and 750ml formats – including its strawberry and banana; mango and passionfruit; and kiwi, apple and lime smoothies.
The launch of the new look follows the unveiling of a new on-the-go carafette last March. Designed by Pearlfisher, it included an identical cap seal to the range announced today, used to identify the individual variant. In contrast, the label on the latest range is used for product descriptors, such as “pure fruit smoothie” and “pure fruit and veg smoothie”.
The new-look smoothies will be supported by a £1 million marketing campaign that will include outdoor posters, in-store activity, nationwide experiential activity and a digital campaign.
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