Innocent plans schools drive

Smoothie maker Innocent is aiming to further tap into the market for healthy drinks by distributing its children’s range throughout UK schools.

Smoothie maker Innocent is aiming to further tap into the market for healthy drinks by distributing its children’s range throughout UK schools.

Innocent already has a deal with schools in Surrey and has now announced plans to extend distribution across the UK. Its Smoothies for Kids range is mostly consumed by children aged four to 11, but the company intends to use the secondary school roll-out to increase the age range.

Starting from September, the Government will ban the sale in schools of fruit-based drinks – such as Robinsons Fruit Shoot, Ribena and Capri-Sun, as well as any drink with added sugar or sweetener, including diet versions of carbonates. Only 100% pure juice, smoothies, milk and water will be on sale to children.

Between now and September, Innocent will spend &£5m on a campaign that focuses on what is “different and special” about an Innocent smoothie. It will air on television from July 12 and feature across press titles, and six-sheet posters at Sainsbury’s and Asda stores.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here