Smoothies phenomenon Innocent is to take its battle further afield - by attacking the take-home market.
The £15m brand is going into cartons for the first time in a bid to take on juice giants like Tropicana. Four flavours will start rolling out
from the beginning of next month when the first Innocent one-litre TetraPak cartons debut in Sainsbury’s, Waitrose, Somerfield and Asda.
Heading the range will be three existing Innocent varieties - mangoes and passion fruits, strawberries and bananas, and cranberries and raspberries - while new recipe pineapples, bananas and coconuts will make its debut.
Adam Balon, Innocent’s head of commerce and ‘chief squeezer’, said the move was the first step in propelling the brand towards a target of £50m-a-year sales within three years.
However, Innocent will have to persuade consumers to dig deeper into their pockets than they have to for juice rivals, with the one-litre format set to retail at £2.99-£3.29. One selling point should be the fact that, compared with plastic bottles, the carton format more than doubles the products’ shelf life to 21 days.