Innocent lures back custom with £1 line

Innocent is introducing a smaller £1 smoothie carton to entice consumers back to the premium category.The 500ml format, in Sainsbury's now and rolling out to other multiples in the coming months, will be a temporary listing, designed to win over new consumers and trade people back up from not-from-concentrate juices. The rsp of Innocent's standard 1-litre smoothies is £2.99. Commercial director Dave Pickup said the trial was already winning back lapsed consumers. "During the recession there has been a tendency for mums to buy NFC or ambient juices," he said. "People feel like they have a bit more disposable income again."The launch came as Innocent declared it had weathered the recession, with smoothie sales over the past 12 weeks up 20%, despite still showing a small decline year-on-year.A new £3m TV campaign kicks off from April