Proven innocent

innocent.jpgOh how we laughed as the Advertising Standards Authority threw out PepsiCo’s objection to a TV campaign by rivals Innocent Drinks.The ASA rejected PepsiCo's accusation Innocent misled consumers by claiming its smoothies were ‘more nutritionally beneficial’ than fruit juice because they contain ‘the flesh, the fibre, more of the good stuff’. Turns out, they actually are.Perhaps PepsiCo judged Innocent by its own Health and Wellness Philosophy, which promises ‘50% of our new products will be comprised of essentially healthy ingredients or offer improved health benefits’.Hmm… what does ‘Essentially healthy’ and ‘improved health benefits’ actually mean? And what of the other 50%? Not that we’re questioning PepsiCo’s CSR credentials, of course. We’re sure they mean well.That’s the point, though. Innocent stole its march on the drinks industry by walking the walk.It’s now a £100m business employing more than 200 people, selling 2 million smoothies a week via 10,000 stockists. Yet its founders, Richard Reed, Adam Balon and Jon Wright remain committed to making great tasting drinks from natural products while operating as ethically as possible.An ethical stance of ‘We sure aren't perfect, but we're trying to do the right thing’ might be wrapped in clever marketing but it provides a transparency consumers trust and can buy into.And Innocent doesn’t abuse that. It recently switched to 100% recycled bottles that offered a 20% reduction in materials (they’re also lighter) and a 55% carbon reduction on the manufacturing process.While the likes of PepsiCo remain so off mark the future continues to look healthy at Fruit Towers and that’s something we’ll drink to!

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