The View from A Farr – Smooth move

By Annette Farr | 21 August 2008

Innocent has blazed a trail in the smoothie category but as these drinks have become more popular, juice companies have looked to capitalise by launching their own products. Now Innocent has retaliated by creating its own juice brand and, writes Annette Farr, the company has once again demonstrated considerable self-confidence by launching a new premium product at a time when consumers are tightening their belts.

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Innocent has blazed a trail in the smoothie category but as these drinks have become more popular, juice companies have looked to capitalise by launching their own products. Now Innocent has retaliated by creating its own juice brand and, writes Annette Farr, the company has once again demonstrated considerable self-confidence by launching a new premium product at a time when consumers are tightening their belts.

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