Innocent Greens

The war on sugar has had “huge detrimental effect” on people’s diets, scaring them away from brands that provide your 5 a day, according to Innocent MD Nick Canney.

“Two-thirds of the UK population don’t get their 5 a day; 33,000 premature deaths a year are diet-related,” he claimed.

“We were gutted that smoothies got caught up in the debate over sugar. It created headwinds that were completely unnecessary for products that contain nothing but fruit and vegetables.”

His remarks came as Innocent launched its Gorgeous Greens variant, a combination of apple, pear, spinach, kale and baobab that taps into the trends for superfood and using green veg in home juicing.

Rolling out now across major retailers, the new variant - the brand’s most veg-rich to date, providing two of your 5 a day - comes in 250ml bottles (rsp: £1.79) and a 750ml Tetra Pak (rsp: £2.79).

“We’re making sure we’re putting more fruit & veg into the UK diet. Every portion helps reduce the risk of heart disease - and we’ll be pushing and pushing on that,” said Canney.