In an effort to boost consumer confidence in the brand, 'Innocent' has begun packaging its smoothies in clear PET bottles. With a growing number of consumers concerned about what goes into the food products they buy, the new packaging helps the company project a more transparent brand identity.
The new packaging for Innocent's sugar-free fruit and vegetable smoothies consists of clear PET bottles branded with transparent labels. The idea is to allow consumers to see the color and texture of the product so that they can better inspect what they are buying. As Innocent's UK & Ireland managing director Nick Canney explains, the new packaging is designed to show that the smoothies are "made from pure fruit and veg and nothing else."