Innocent, the UK's leading smoothie manufacturer, is the first beverage company to display the carbon reduction label, an initiative launched today (15 March) by The Carbon Trust.

Based on an experimental methodology developed by The Carbon Trust for measuring embodied carbon, the label initially appears on Innocent's mangoes & passion fruit smoothie.

Richard Reed, Co-Founder of Innocent, who heads the company's self-styled "Sustainability Squad" said: "Innocent wanted to know where every last gram of CO2 was being generated across our entire business. Now we can make sure that we reduce our footprint down to the absolute minimum."

To qualify for the label, Innocent signed a commitment to work to reduce its carbon footprint further. If such progress is not achieved over a two-year period, the label will be withdrawn.