Innocent partners with the National Trust to save the bees

Innocent is partnering with the National Trust for a new on-pack promotion in a bid to help champion beekeeping.


The “buy one get one bee” offer is part of a new push by the National Trust to help reduce the disappearance of bees in the UK.

From mid April to July, new bottles and cartons of limited edition Lemons, Honey and Ginger innocent smoothies will offer free bee-friendly wild flower seeds packets, enabling consumers to create new habitats for the bees.

Innocent says it hopes to help introduce over 2 million honeybees into Britain through its work. Alongside the promotion, Innocent will also be providing the National Trust with beehives for 40 of their UK sites and new beekeepers kit.

Innocent will also set up a website in May to enable consumers to watch the bees making the most out of the new hives using a live “bee cam”.

Meanwhile, Innocent has set out new plans to triple its business within two years by targeting 300,000 impulse outlets and cash and carries. It hopes the new outlets will help to add at least £50m of new sales by 2012, and will back the sales drive with a £2m marketing campaign, including a summer poster push.

Innocent will also give retailers new point-of-sale material including window posters and shelf strips, as well as £1.49 price-marked packs and discounts. Commercial director, Dave Pickup is spearheading the new sales and marketing push, which also includes the This Waters and orange juice variants.


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