Innocent Drinks calls in support for 'five a day' health drive

Innocent Drinks has hired agency support to publicise the recent ruling that smoothies can contribute two portions towards a person's 'five a day'.

Healthy: Innocent Smoothies
Healthy: Innocent Smoothies

Healthcare agency Chandler Chicco's consumer arm Allidura Consumer won the brief following a three-way pitch.

The Advertising Standards Agency (ASA) ruled last month that Innocent Smoothies can count for two of the recommended five portions of fruit and vegetables a day.

The ASA ruling followed seven complaints about an Innocent advertisement that first ran in June. The advert by Innocent included a shot of a pile of fruit and a voice-over saying: ‘Each one of our cartons contains all this fruit... Two of your five a day.'

The ruling has also been supported by the Department of Health (DH), which recently updated its guidelines to recognise smoothies.

Innocent nutritionist Shilpee Aggarwal said: ‘The DH's decision is the ideal platform to proactively engage with healthcare professionals, who are an integral source of advice when building credibility for consumer messages.'

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Already registered?
Sign in