Calls by smoothie producers for the sector to be officially recognised by the British Soft Drinks Association (BSDA) have fallen on deaf ears.

John Nichols, chairman of the BSDA told just-drinks.com: "At BSDA, we try and keep bureaucracy and categorisation to a minimum, as this permits flexibility and efficiency.

"Our distinctive sectoral work applies when there are specific issues to deal with, such as with the denomination of fruit juice, for example. We don't see any particular issues affecting smoothies as distinct from other soft drinks at the moment."

He added: "But if one should arise we will look at it."