Innocent Drinks is introducing a limited-edition label to highlight its commitment to recycling. The Innocent logo will change colour and shape to resemble the green recycling symbol for the last two weeks of February.
The smoothie maker is introducing the logo to underline the fact that its entire range in now available in 100% recycled bottles.
The recycled bottles, which use 20% less plastic than Innocent’s original packaging, were introduced following a trial that began in September last year.
Innocent claims that the move will save more than 1,000 tonnes of CO2 this year.
The brand has launched several additions to its range recently, including a l.5 litre pack to compete with PepsiCo’s juice brand Tropicana, and three variants to its smoothie range.
Innocent has also decided to bring its advertising in-house, ending a three-year relationship with Lowe London (MW January 31).