Those lovely people over at Innocent have announced today that their Juicy Water range will cease to exist in a few weeks, instead of deciding to create a new brand, “This Water”.

It seems like a good idea to have a seperate brand for the juicy waters and Innocent smoothies, and if its successful could possibly lay the way for more new “Innocent” brands - like their range of thickies I have always felt look a bit out of place - if they took their time they could expand them into a wider range of “innocent” brands. Just a thought, and I’m sure it won’t happen, but it could work out.

Whilst I like the brand image (well, what we can see of it), I’m not so sure that I like the name, but I’m sure in a few months it will become more natural to talk about it with friends… “oh, I’ll just nip into Waitrose and pick up some this water” doesn’t seem that natural at the moment. But then neither does a student shopping at Waitrose….