# Transparent Smoothie Branding 'Innocent' Now Sells Its Smoothies in Clear PET Bottles By Katherine Pendrill | Published 2016-09-07 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/clear-pet-bottles References: [foodbev](http://www.foodbev.com/news/innocent-shows-off-fruit-ingredients-with-new-clear-pet-bottle/) & [innocentdrinks](http://www.innocentdrinks.co.uk/blog) 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." ## Trend Insights (Trend Hunter) - Score: 3.7/10 - Popularity: 72% | Activity: 32% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Transparent Packaging:** There is a trend towards transparent packaging to boost consumer confidence and project a more transparent brand identity. - **Consumer Concern:** Consumers are increasingly concerned about the ingredients in their food products, leading to a demand for more transparent packaging. - **Visible Product Inspection:** Clear packaging allows consumers to see the color and texture of the product, enabling better product inspection before purchase. ### Who This Affects Most - **Food and Beverage:** The food and beverage industry can benefit from transparent packaging to address consumer concerns and enhance brand trust. - **Packaging:** The packaging industry should explore the opportunity of producing clear PET bottles and transparent labels to meet the demand for more transparent packaging. - **Branding and Marketing:** Branding and marketing professionals can leverage the trend of transparent packaging as a way to differentiate and project a more transparent brand image. ## Related on Trend Hunter - [Transparent Soda Bottle Packaging](https://www.trendhunter.com/trends/green-bottle.md) - [Vibrant Organic Product Branding](https://www.trendhunter.com/trends/fruit-bliss.md) - [Fully Recyclable Beverage Packaging](https://www.trendhunter.com/trends/levi-roots-caribbean-crush.md) - [Eye-Catching Fruit Cups](https://www.trendhunter.com/trends/dole-sunshine-company-packaging.md) - [Fruit Texture Juice Packaging](https://www.trendhunter.com/trends/vimto-packaging.md) - [Recyclable Label-Free Soda Packaging](https://www.trendhunter.com/trends/sprite-bottles.md) - [Modernized Eco Beverage Packaging](https://www.trendhunter.com/trends/aroma-bottle.md) - [Connected Purée Cartons](https://www.trendhunter.com/trends/ravifruits-mixologi.md) - [Transparency-Focused Rebranding Campaigns](https://www.trendhunter.com/trends/scotts-protein-ball.md)