INNOCENT Launches New Juices in Plastic Carafes
Innocent Drinks is charging its sustainability credentials by switching its juices from Tetra Pak to plastic carafes.
Innocent Drinks is charging its sustainability credentials by switching its juices from Tetra Pak to plastic carafes.
The smoothie company will replace its two existing not-from-concentrate orange juice lines, available in ‘with bits’ and smooth formats, with a new not-from-concentrate range in the first quarter of 2011.
Innocent’s debut apple juice will complete the carafe range and its smoothies will remain in cartons.
In a first for Innocent, the five new SKUs will be packaged in PET bottles with partial recycled content.
Each of the orange variants will come in two sizes, due to the popularity of the flavour, and the apple juice in one.
The launch of Innocent’s new juices will be supported by a heavyweight above-the-line advertising campaign. The company launched its original orange juice line back in 2008.
Innocent believe the new carafes would stand out better in the chilled juice aisle than the carton format and said they were also easier for consumers to use and recycle, improving their environmental credentials.
Marketing director Thomas Delabriere said: “Innocent has seen real growth this year, so on the back of this success we’ve decided to continue to invest in our core business while also investing a significant amount behind the launch of our new range of NFC juices. 2011 should be a really exciting year for us. The news was welcomed by Paul Davidson, head of sector specialists at WRAP, who confirmed PET carafes would be more recyclable than cartons. The news comes after a strong year for Innocent, which has recorded a healthy 16% sales growth to £109.8m. The company stressed that smoothies would keep the same packaging but would be repositioned next year as more of a snack than a drink.
Commercial director Dave Pickup admitted Innocent are trying to progress as a smoothie company and keep themselves on top as a top selling drinks brand by keeping on top of market trends.
He said: “At the moment, most people think of smoothies as a drink, but we will re-position them as a tasty and healthy way to fill a gap. So, if you’re hungry in the morning or before you leave work, rather than eating a chocolate bar, have a smoothie.”
Source: Innocent Drinks
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