The new “super smoothies” carry a specific functional health claim, with the range currently offering “defence”, “energise” and “antioxidant” drinks. It is a similar approach to that taken by Glacéau Vitaminwater, which offers products named “energy”, “revive” and “glow”, among others.
The Innocent range, all under 250 calories, will be available in UK stores with an RRP of £2.35 from April.
Dave Pickup, Innocent UK managing director, says the range is likely to appeal to existing Innocent drinkers but also help bring new consumers into the category and the Innocent brand.
Innocent will be hoping the launch bolsters sales of smoothies. The take-home smoothie sector decreased in value by 2.7 per cent year on year in 2012 to £147m in value sales, while volume decreased by 10 per cent, according to the latest Britvic Soft Drinks Review. Updated data from Britvic on the state of the soft drinks market in 2013 will be available in April.
Pickup adds: “We have been making smoothies for 15 years now and we are always looking for new ways to excite and invigorate the category. Our innovative new super smoothie range is for those drinkers looking for more from their drink.”
Innocent says it will support the new products by investing “significantly” in experiential, digital, print, in-store marketing, sampling and promotions.
The launch of the new smoothie range comes just over a year after Coca-Cola announced it took a near 100 per cent stake in Innocent. Douglas Lamont, Innocent’s CEO, recently told Marketing Week it continues to do things in a “uniquely Innocent way” but observers have warned joining Coca-Cola’s vast portfolio could dilute the brand.