Leading fresh smoothie and juice marketer Innocent Drinks has reportedly abandoned plans to hold a special summer festival in London to promote its official sponsorship of the upcoming London 2012 Olympics, due to poor ticket sales.
The event, which was due to take place in the capital's Regent's Park on 22 July, less than a week before the start of the Olympic games.
Tamsin Wigley, partner at Innocent's event-organising partner Itch, told Event Magazine: 'With all the exciting events taking place this summer and the current weather conditions, we were struggling to gain a cut through in the market.'
The festival was due to include a number of fresh produce-themed sporting activities, including the 100m lemon and spoon race, the squash-put and a marrow-thon.
