Innocent has vowed to continue its campaign to persuade the government to slash VAT on smoothies and fruit juices despite the end of its long-running online petition.

Tomorrow marks the deadline for the petition demanding VAT on juices and smoothies be reduced from 17.5% to 5%. The petition, which was posted on the 10 Downing Street website last April, has gathered nearly 22,000 signatures.

Innocent said that it was now exploring other avenues. "We're delighted so many consumers agree reducing tax on a healthy juice is a common sense move," said an Innocent spokeswoman. "It's a shame the government still does not seem to be listening. We're exploring other options, as we believe the case for smoothies alone would be a strong one."

She added: "We'll carry on trying to meet ministers and see if we can't persuade the government to change their minds. Either way, we won't stop fighting our corner."

One option would be to challenge HM Revenue & Customs' definition of a beverage. "Smoothies don't really slake the thirst, which is how HMRC defines a beverage is," she said.

In the 2007 Budget, the Chancellor promised to review the current 17.5% tax, but there was no mention of it in this month's statement.

Innocent is also keen to join forces with Asda to lobby government. This month, the chain launched its own petition on the Downing Street website, led by CEO Andy Bond. It has already gathered 2,500 signatures.

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