Blog: An Innocent promotion…

Michelle Russell | 27 May 2010

Recent figures from mysupermarket.com show that chilled juice drinks are the second most promoted category in UK stores.

Information gathered from Asda, Tesco, Sainsbury’s and Ocado, found cider and alcopops the ninth most promoted category, while squash was 11th.

Categorised by brand however, UK smoothie maker Innocent made the top spot for the most promoted brand in all four stores, with 95.1% of its items on promotion.

The firm reported pre-tax losses of GBP11.2m for 2008, compared to profits of GBP12m in the prior year.

And according to the annual Britvic Soft Drinks Report published last month, smoothie sales slid in the UK in 2009, falling by 27% in value and volume during the year.

Little wonder, then, that the struggling smoothie maker is promoting so fiercely.


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