• The amount spent on ad space by Britain’s 10 biggest advertisers in fruit juice and smoothies fell 9% last year, driven by double-digit declines in the amount spent by Innocent (down 76.7%), J20 (down 40.5%) and Vimto (down 64%).
  • Robinsons was the biggest advertiser thanks to strong investment behind Double Concentrate. Tropicana also invested heavily, with a long-running TV campaign featuring Florida orange grower Paul Fabry.
  • Among the challengers, Rubicon was most notable, breaking back into the top 10 thanks to its return to national TV. It will return to advertising again in May.
  • Innocent’s smoothie sales arguably suffered as a consequence of its cut in ad spend as the brand put money into price promotions for its juices.