Innocent plans schools drive

Smoothie maker Innocent is aiming to further tap into the market for healthy drinks by distributing its children’s range throughout UK schools.

Innocent already has a deal with schools in Surrey and has now announced plans to extend distribution across the UK. Its Smoothies for Kids range is mostly consumed by children aged four to 11, but the company intends to use the secondary school roll-out to increase the age range.

Starting from September, the Government will ban the sale in schools of fruit-based drinks – such as Robinsons Fruit Shoot, Ribena and Capri-Sun, as well as any drink with added sugar or sweetener, including diet versions of carbonates. Only 100% pure juice, smoothies, milk and water will be on sale to children.

Between now and September, Innocent will spend &£5m on a campaign that focuses on what is “different and special” about an Innocent smoothie. It will air on television from July 12 and feature across press titles, and six-sheet posters at Sainsbury’s and Asda stores.