Innocent has unveiled a new website for young smoothie fans to complement its latest fridge magnet promotion.

The site, which goes live this week and will be supported by TV and online advertising.

Designed by digital agency Public, it features games and characters based on the company’s 2009 Back to School magnet campaign.

“We’ve seen our Kids smoothies business grow by over 10% in the first quarter of the year and are excited to be bringing back our magnets, which were so loved first time round,” said Innocent Kids brand manager Gurdeep Loyal.

The news comes after Innocent earlier this month sold a majority stake in the business to existing shareholder Coca-Cola.

The company insisted that its founders would retain operational control despite selling out to the US soft drinks group.

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Focus On Juices & Smoothies (20 March 2010)

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