Focus on juices and smoothies - When two brands go to war

  • Print
  • Share
  • Save

Download Report

  • This report is available FREE OF CHARGE to existing online subscribers.

    Login and download the report, or Subscribe now

  • Registered users can purchase this report at the discounted rate below. Or you can GET IT FREE as part of a full annual subscription along with our other reports and full access to

    Not currently a registered user? Register for free now

  • Focus on juices and smoothies

Already purchased this report? Sign in

Price £45.00 + VATBuy now

Innocent has taken the fight to Tropicana in juices with a barrage of promotions… at the expense of other brands. Can they recover?

The gloves are off in the juices and smoothies category. Ever since Innocent moved into chilled juice in 2010, it has been eroding Tropicana’s market-leading position with a relentless bombardment of promotions. So ferocious has the onslaught been that today, its juice business is more than treble the size it was a year ago and poised to break through the £100m mark [SymphonyIRI 52 w/e 8 December 2012].

There are also suggestions that with its guns trained firmly on Tropicana, Innocent has taken its eye off the ball in its smoothies business. Smoothies sales have slumped 11.2% [Kantar Worldpanel 52 w/e 25 November 2012], with the bulk of those losses suffered by Innocent. In fact, in a case of role reversal, it is PepsiCo’s Naked brand that has wrestled some share from Innocent, having more than doubled its sales in the past year, albeit from a much smaller base.

So just how sustainable are Innocent’s tactics and what can juice and smoothie suppliers do to remain competitive? 

  • Print
  • Share
  • Save

Grocer jobs Experts in FMCG

Search jobs
Sign in

Newsletter sign-up

I wish to receive the following newsletters:

Subscriber only alerts:



CLICK HERE to search for the products, services and companies you need in the definitive guide to the UK food and drink industry.


The Grocer's commentators and opinion makers