Innocent aims to double size of business in three years


Innocent plans to double in size by 2013 by targeting a wider age group with new product launches and fresh brand messaging.

The smoothie maker will launch a food innovation in the summer and has growth plans to sell its products in more international territories over the coming months.

Innocent, now majority-owned by Coca-Cola, increased its UK brand penetration by 3 points from 14% in 2009 to 17% for the year ending 26 December 2010, according to TNS Worldpanel.

Marketing director Thomas Delabriere says: “My target for this year is to grow the brand by increasing penetration again in 2011 and increasing the frequency at which people use our products.”

To achieve this, Innocent will continue to focus on health and taste benefits, launch new innovations and talk to a broader audience with its marketing – from young children to older adults – while keeping the brand true to its original values.

Delabriere says the company is “investing massively” in its new “juice by nature” campaign to bring consumers in to the juice category.

The juice TV ad features a Patrick Stewart voiceover and launches 24 February (see below). The integrated campaign will also feature outdoor, in-store, digital and press activity.

Innocent will follow up with a new campaign focusing on its children’s drinks in March and then the subsequent new food product launch.

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