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Innocent Smoothie is experiencing a backlash against their move to resize their drinks cartons. Previously, a 1 litre carton of Innocent Smoothie would retail at £2.79. Innocent claims their drinks are cheaper per mililitre, especially in their new 1.25 litre carton. Consumers have complained about the repackaging tactic, describing it as “Sneaky and disappointing”. Intelligent Innocent I happen to think Innocent’s move, whilst unpopular amongst a small faction of Innocent customers, is proving to be an intelligent move. The cost of transportation and raw materials (fruit) for Innocent has increased. This will......

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