Fruit juice brand Innocent is to make its first foray into the £265m children’s drinks market with the launch of a range of single-serve smoothies.
Innocent Smoothies for Kids are slightly sweeter than the company’s ‘adult’ smoothies and contain no fruit bits. Like the adult version, they contain no added sugar.
The two variants in the range are Apples & Blackcurrants and Oranges, Mangoes & Pineapples. They are aimed at children aged seven to 11 and are packed in white cartons and drunk through a straw.
The packs feature cartoon characters based on the ‘Dude’ character who appears on other Innocent products.
Innocent co-owner Adam
Balon said that Smoothies for Kids was developed in response to demand from parents for a healthy alternative to children’s drinks currently available.
“We received many e-mails from people saying they wanted smoothies they could put in their kids’ lunchboxes. Kids get some of the worst-quality food there is and we felt we had to do something about that.”
The range is made from 100% crushed fruit and fruit juice, without the addition of concentrates.
Each carton constitutes one portion of the government’s recommended daily intake of five portions of fruit or veg and provides a child with 100% of the recommended daily amount of vitamin C.
Take-home boxes of four 180ml drinks retail at £2.99 and listings are already secured with Asda, Sainsbury and Waitrose. The products go on sale on March 7 and will be sold from the chiller with a typical 28-day shelf life.
Innocent believes the new range will enable the company to continue its impressive track record of growth. Last year, the company said it generated sales of £16.7m, up 58% on the previous year.
Schwan’s Consumer Brands UK will become the first branded frozen desserts manufacturer to invest in an ad campaign in more than three years, with a £3m promotion of its new brand, Amanda Smith. A four-week TV campaign will run on ITV, Channels 4 and 5 in November followed by advertisements in consumer titles.
Richard Clarke