Azmina worked with innocent drinks over several years to help with strategic directions in nutrition. This included expert roundtables, articles for professionals, conference exhibitions and in-house training.

This was an evidence-based feature for professional dietitians, published in Dietetics Today in 2008. This helped to position the drink as providing 2-a-day fruit and vegetable portions on pack. Since then, new government recommendations on free sugars has meant that, like juice, 150ml of a smoothie counts as one of your 5-a-day.


“…it may be appropriate to differentiate the smoothie from the juice. The 80g fruit portion in an average smoothie is made up of a variety of fruits, not just one, and a 250ml serving is nutritionally equivalent to two portions of fruit.”

“Standing tall on nutrition is integral to our brand and I met Azmina when working on the most recent refreshment of our Nutrition Strategy. We wanted to capture insights from industry professionals and engaged with Azmina to facilitate working sessions covering relevant topics to healthy drinking.

Azmina brought energy, passion and professionalism to the workshops, helping to steer conversations and outputs to a helpful place. We would be happy to both engage with and recommend Azmina in the future”

Sam Simester, Innovation Research & Development Director

innocent drinks