Innocent calls on Mumsnet to boost appeal

Innocent has enlisted social network site Mumsnet to help it improve the appeal of its products and marketing to children and mothers.

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The site, which hosts product reviews and advice, has set up a panel of mums to provide feedback on Innocent products including its Kids range, Veg Pots and smoothies.

Innocent is relaunching its juice range this year in new transparent plastic, carafe-style packaging. Marketing director Thomas Delabriere has told Marketing Week that other “exciting new innovations will hit the shelves later in the year”.

The year-long consultation with Mumsnet could lead to Innocent adapting its product and marketing strategies to make them more family friendly.

Mumsnet makes money from brands seeking advice on new products and advertising. It has worked with Asda and Ford in recent years to develop products.

The social network site boasts 30 million monthly page impressions and 1.25 million users.

Politicians have also turned to the site to help communicate their messages. Mumsnet hosted web chats with the three party leaders in the run-up to last year’s general election and is currently hosting a discussion with culture minister Ed Vaizey.

An Innocent spokeswoman says the tie-up allows it to “communicate the importance of good nutrition and our health and taste benefits through a very trusted channel”, adding that it is “looking forward to hearing some valuable insights on what mums want”.

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