Innocent says concentration is on convenience markets

Innocent says concentration is on convenience markets

Innocent Drinks, the UK's leading smoothie maker, has denied it is struggling to gain distribution in the on-trade.

Innocent has struggled to gain distribution in pubs, despite being a top seller to retailers, according to the On-trade Soft Drinks Report published last week by research group Mintel.

The main issue, the report states, has been the short best-before dates on Innocent smoothies.

But, a spokesperson for Innocent told just-drinks today (9 February) that on-trade distribution has “never” been a focus for the company.

“The consumption occasion in the on-trade is different to that for smoothies. We are focusing on increasing the distribution in the convenience and foodservice markets as these are more compatible with what our consumers want,” the spokesperson said.

In November, Innocent reported pre-tax losses of GBP11.2m (US$18.8m) for the year ending 31 December 2008, compared to profits of GBP12m the year before, according to accounts filed by the firm with Companies House.