Innocent has been forced to cancel its Fruit Sports Day, following lacklustre ticket sales.

As the official smoothie and juice brand of the London 2012 Olympic and Paralympic Games, Innocent planned to host its own sports festival in Regent’s Park on Sunday 22 July.

The family event was due to feature a host of so-called fruity sports day pursuits - such as a kiwi and spoon race and peach volleyball, alongside a farmers’ market, live music, poetry corner and chill-out areas.

Former British Olympian Kriss Akabusi had been booked to compere the races and warm up the crowds, who would have had the chance to win tickets to the London 2012 events on the day.

However, last week, Innocent announced that ticket sales hadn’t been as good as they needed to be to “ensure a great day out”.

“With so much stuff going on this summer in the run up to the Olympics, there’s a lot of competition for people’s time,” said the company’s blog. “We’re sorry for the inconvenience, but we think it’s a much better decision to postpone this year and run a bigger and better event in the future.”

Innocent is contacting ticketholders to arrange refunds. Tickets were priced at £12.50 for adults and £5.50 for children and concessions.

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