Innocent Smoothies Marketing

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The fruit content is an important attribute to this segment of the market as today’s society is more health conscious than ever. The UK population have been driven by trends towards healthy eating; in particular the Government’s campaign to ensure the population eats at least 5 portions of fruit and vegetables a day...
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Consumers use smoothies to meet this daily requirement. Until recently Minute Maid was the juice used by the fast food outlet McDonalds as part of their meal deals to appeal to a wider market and promote wellbeing. This was a strategic move for Minute Maid in terms of competition as McDonalds is a global brand, however, as there was nothing unique about the product and no emphasis on quality it did not inspire customer loyalty...
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