Losing their Innocence

Innocent Drinks has been criticised by the Advertising Standards Authority (ASA) for making false and misleading claims. Innocent have agreed to remove claims from the marketing of their Superfoods Smoothie that it neutralises toxins in the body. However, they disagree with the ASA's judgement that the smoothie is only equivalent to one portion of fruit, rather than the two portions claimed. Whatever the facts, the ASA's criticism is surely a blow to Innocent whose success as a brand is strongly attributed to the consumers trust in the fact that they are, as their name suggests Innocent.

News of this kind can spread quickly, erode the authenticity of the brand and turn consumers against it. Hopefully Innocent will learn from this mistake and ensure the accuracy of any claims in future.

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