Background

In 2012 household penetration of ready to drink smoothies had still not recovered to the pre-2008 highs, and a 60% price premium versus rest of the chilled juice category was not helping in these more austere times.

Insight

Smoothies go with cereal when it’s in the house, but over 80% breakfast cereal is never accompanied with either a Smoothie or Juice.

For many shoppers, the value just isn’t there to justify the outlay.

Action

Split the existing 1 litre pack into 2 sizes – a smaller lower price point & a bigger better value pack

Result

Innocent Smoothies gained an extra 700,000 shoppers.

Ref

Roberts, A. (2012). Responding to shopper trends through pack innovation. Category Management & Shopper Marketing. London: IGD.

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