The TV ad, which first ran in June, showed a carton in a field, surrounded by a pile of fruit. The voiceover stated "Hello! We're Innocent. Do you sometimes find it difficult to get your 5-A-Day? Well, each one of our cartons contains all this fruit, which means each glassful contains two whole portions. Two of your 5-a-day".
The ASA received seven complaints but said that Food Standards Authority (FSA) and Department of Health (DoH)guidance outlined that under certain circumstances, smoothies could make up two portions of a person's five-a-day. As a result the complaints were not upheld.
The DoH's 5 A DAY website states: ‘smoothies may count as a maximum of 2 of your 5 A DAY where they contain both pure 100% fruit juice and all of the edible pulped fruit and/or vegetable.'
This article was first published on marketingmagazine.co.uk