Innocent Smoothies' advertising has been defended by The Advertising Standards Agency (ASA) after soft drinks companies claimed its adverts were misleading.

The advertising watchdog said today (2 April) that the adverts, which contain the taglines "more nutritionally beneficial" and "the flesh, the fibre, more of the good stuff ... it's even better for you that way" were attacked by rival juice companies for being inaccurate and misleading.

DDB London, complaining on behalf of Pepsico, Smoothie Revolution Ltd and two viewers challenged whether the ad misleadingly implied that smoothies had a higher fruit content than freshly squeezed juice, that the claim " ... the flesh, the fibre, more of the good stuff ... it's even better for you that way" was misleading as to the health benefits of smoothies over freshly squeezed juice, particularly in relation to the fibre content, and that the ad unfairly denigrated freshly squeezed juice by implying that it was less beneficial than it was.

The complaints were dismissed after the ASA consulted a nutrition expert who confirmed that "smoothies may have increased health benefits over juice since they are closer to the whole fruits".

The ASA added that the adverts did not attack nor discredit fresh juice and consumers would simply understand that "smoothies could have additional benefits".