It is hard to believe that Innocent is coming of age this year. The brand that started from humble beginnings and was propelled to the big leagues when Coca-Cola acquired it in 2013 will turn 18 this year. On the eve of the company’s 18th birthday a brand refresh has been announced, with a plan to diversify and focus on health and wellness products.

Already perceived as a brand that offers healthy beverages, the consumer retaliation against sugary drinks has not significantly affected Innocent. The fairly recent introduction of the gorgeous greens smoothie and Innocent brand coconut water has further added to its health and wellness portfolio. Additionally 2017 has already seen the launch of Innocent’s lactose-free protein smoothies in a berry and tropical variant.

This diversification may protect the brand from any potential backlash from the sugar debate. Government recommendations suggest adults should consumer no more than 30g of free sugars (i.e. sweets, chocolate, juice drinks) a day, roughly the equivalent of seven sugar cubes. A 360ml portion of the latest Innocent berry protein smoothie contains 33.1g of sugar. With a single consumption of this drink, an adult has instantly exceeded the recommended daily sugar intake. To put these levels of sugar into further perspective, a 330ml can of Coca-Cola Classic contains 35g of sugar.

"A 360ml portion of the latest Innocent berry protein smoothie contains 33.1g of sugar."

With the huge health focus on sugary carbonated drinks the debate has started to spill over to other soft beverages such as orange juice. While naturally occurring sugars are arguably better than added sugars there are still downsides to excessive consumption. However, with the strong marketing presence of Innocent, sugar is not identified as an issue in its signature smoothies, which are largely perceived as healthy.

Innocent has plans to further strengthen the healthy image of its brand further in 2018. A huge part of this will involve expanding its use of digital marketing, namely social media platforms and to bring niche health trends to the mainstream mass market.