Innocent considers dropping Juicy Water
Innocent Drinks, the leading smoothie brand, is mulling whether to axe its range of flavoured water products.
It’s believed that Innocent is reviewing the Juicy Water range because it does not fit in with the company’s portfolio of smoothie products. A company spokeswoman denied that a decision had yet been made regarding the product.
However, speculations suggest that the drinks have struggled to keep pace with the growth in smoothie sales, resulting in the product looking increasingly out-of-place within its portfolio.
Juicy Water, which is made from spring water and fresh fruit juice, was launched in July 2003 as Innocent sought to exploit a potential gap in the flavoured water market.
Initially available in Starbucks and independent retailers, it was rolled out nationally, and design agency Coley Porter Bell creating the packaging and design. The drink is available in flavours including blackcurrant, lemons and limes and cranberries and raspberries.
Innocent is currently seeking a UK marketing director following the decision to promote Jamie Mitchell to the role of UK managing director. The company’s founders, Richard Reed, Adam Balon and Jon Wright, have extended their roles to cover the expansion of Innocent products into Europe.
Innocent was founded in 1998 and sells approximately one million of its flavoured smoothies a week. The company launched a new smoothie product in October, claiming it to be the first natural strawberry drink for children available in the UK.
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