Innocent calls in Tetra for VAT drive

Innocent Drinks has drafted in public affairs support for a campaign to persuade the Government to stop charging VAT on smoothies.

The UK-based company has turned to Tetra Strategy, the agency set up last year by former Good Relations Political MD James O'Keefe.

Tetra will stress the health benefits of smoothies, especially where children are concerned, as childhood obesity rates continue to rise in the UK.

It has already begun targeting ministers and opposition politicians in a bid to get backing for the radical plan. It is hoped that an announcement will be made in the Budget or the next Comprehensive Spending Review.

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