Innocent unveils new orange juice range in carton packaging
5 August 2008
The first cartons of innocent orange juice go on sale today (4 August) in the Tesco and Sainsbury’s supermarket chains, with a recommended price of £1.89 (€2.38) per litre.
Innocent dominates the £169 million (€213.5 million) UK smoothie market with a share of more than 70%.
But smoothies account for only 17% of the total UK juice market, which is worth almost £1 billion (€1.26 billion).
Innocent hopes to boost its turnover to new heights by breaking into the fresh orange juice market, currently dominated by PepsiCo’s Tropicana.
“We’re going in with a promise of taste, quality and ethics, while Pepsi is about cheaper prices,” said Reed.
“It gives us an opportunity to dramatically widen the demographics of the brand. A litre of smoothie is £2.99 (€3.78), a litre of orange juice will be £1.89. People can buy into the innocent ideals at a lower price point.”
