Boston Matrix: Innocent Drinks Innocent Drinks Manufactures

Boston Matrix: Innocent Drinks Innocent Drinks manufactures all-natural juice drinks, smoothies, vegetable 'pots' (blended vegetables in small containers), and squeezable fruit tubes. Some of these products are specifically positioned as being intended for children, others are not, although nearly all are packaged in a child-friendly fashion with cartoon characters on the label. These products are designed to capitalize upon the new trend for 'eating healthy' and answer concerns about obesity in children.

The company's product range remains relatively limited but like all brand names it has an array of 'dogs,' 'cash cows,' 'problem children' and 'stars.' Dogs The new squeezable 'fruit tubes' for children seem like a dubious investment. Parents that purchase Innocent Drinks are attracted by the brand's pure image. Selling fruit puree in a highly processed 'squeezable' format is unlikely to attract the target consumer. Innocent Drinks have a somewhat unconvincing explanation on their website as why these products are still 'all natural' despite their appearance.

"No bits. No rubbish. Just a tubeful of pure fruit puree to keep your little ones (and their lunchboxes) nice and healthy." Food activist and author Michael Pollan has been particularly scathing in his criticism of purees of fruit or yogurt in squeezable tubes marketed as healthy to children. "What would your great-grandmother do with this?" he asked. "Would she know it wasn't toothpaste?" Cash cows Innocent Drinks produces popular juices, such as orange juice, in an all-natural formula.

Free from concentrates, the drinks are designed to be healthy yet flavorful and offer an alternative to more processed forms of juice from other brands. They are likely to have a wide demographic appeal. They are marketed at both adults and children. Additionally, even older consumers who are wary of trying unusually-flavored smoothies may still want the most pure and tasty form of orange juice they can find. Problem children Governments within the UK and U.S.

are becoming more vigilant about products that are labeled 'all natural.' Some of Innocent Drinks' products, such as its processed veggie pots, could fall afoul of these regulations. Innocent Drinks are based in the UK, and now "sellers of so-called superfoods will from have to prove the products really are good for you," according to the European Union's Food Safety Authority (Hale 2007). Stars Smoothies are Innocent Drink's primary, flagship product. Smoothies offer unique blends of fruit flavorings that are difficult to replicate with other juices.

It is a unique brand that makes customers specifically ask for Innocent Drinks. "Smoothie sales have risen to $2 billion a year, up 80% from 2002. A large part smoothies' popularity stems from their image of being healthful drinks" (Whitney 2007). Smoothies in unusual flavors are also particularly desirable amongst the target demographic of health-conscious 'foodie' consumers. These beverages given Innocent Drinks a distinct market.