Chandler Chicco Companies division hired by Innocent Drinks

Chandler Chicco Companies’ Allidura Consumer has been appointed by Innocent Drinks to promote the health benefits of its products.

After the Department of Health (DoH) ruled that Innocent smoothies can count for two of the government’s recommended five daily portions of fruit and vegetables earlier this year, the company is aiming to distribute this information among healthcare professionals.

Allidura Consumer, which is the consumer health arm of Chandler Chicco Companies, won the Innocent account following a three-way pitch.

Innocent nutritionist Shilpee Aggarwal told PR Week: "The DoH’s decision is the ideal platform to proactively engage with healthcare professionals, who are an integral source of advice when building credibility for consumer messages."

Set up by three friends from Cambridge University, the smoothie manufacturer sold a minority stake to Coca-Cola for £30 million in April this year.

Innocent recently launched a £1.2 million marketing campaign in London to raise awareness of its Veg Pots product range.