According to Marketing Magazine, UK smoothie producer Innocent’s advertisement claiming that one glass of the fruit drink is equivalent to two portions of the recommended five-a-day, has been cleared by the Advertising Standards Authority (ASA).
The TV spot received complaints that it misled viewers. First aired in June, the advert featured a carton in a field surrounded by a pile of fruit and included a voiceover proclaiming: “Hello! We’re Innocent. Do you sometimes find it difficult to get your 5-a-day? Well, each one of our cartons contains all this fruit, which means each glassful contains two whole portions. Two of your 5-a-day.”
The ultimate decision was reportedly based on guidelines from the UK Department of Health, which states that “smoothies may count as a maximum of two of your 5-a-day where they contain both pure 100 per cent fruit juice and all of the edible pulped fruit and/or vegetable”.
