Today there have been a few reports in the papers saying that
innocent is trying to mislead consumers and make claims that
aren’t really true. So we thought we’d give you our version of
events. A while ago we decided to start making a detox smoothie,
full of pomegranates, blueberries and acai – all ingredients that
contain a good amount of antioxidants. You can measure the
antioxidants in a drink by testing its ORAC
rating. So we did, and its ORAC rating was really high. Then we
delved into the score some more, and found that it was greater than
the ORAC score of the average five a day, according to studies in
Then we made an advert. And, though it mostly focussed on acai
being natural, we also said that the smoothie ‘contains even more
antioxidants than the average five a day’.
The ASA (Advertising Standards Authority) got a complaint about
it. One person thought it was misleading. And although we provided
evidence, they didn’t agree with the study we used to back up our
antioxidant message. They also think that the word detox should
only ever be used about things that can prove they actively remove
toxins from the liver, whereas we've always thought that detoxing
naturally is about making sure you get the good stuff to balance
out the bad stuff.
We ran the ad in October last year, when we launched the recipe.
We have no interest in confusing or misleading people. When we find
that one of our recipes is packed with extremely healthy
ingredients, we like to pass the information on. Ultimately, we
only ever want people to understand that eating fruit and veg is
the best thing you can do. And we’d never want someone to think
just drinking one of our bottles was all they should do that day.
We figure people are smart enough to know that we’re not a quick
fix, and that you’ve got to eat your greens too. So if you read
anything about us trying to trick you, now you've got both sides of