Holier-than-thou advertising strategies generally make the Diary feel uncomfortable. The latest is from Innocent Smoothies, whose products are made from crushed fruit and “nothing else”. The advertising strapline “Made by Nature”, with headlines such as “From the makers of trees and stuff” really set the Diary’s additive-encrusted teeth on edge.
One can only hope company co-founder Richard Reed is being ironic when he writes: “Obviously, it is really nice when people write in to say thanks for making nice drinks, but we always recommend that they go thank a tree, not us.” Someone get the chainsaw. And the tartrazine.