Shockingly, Innocent's response to that DM article is still misleading and in some cases downright wrong:
"MANUFACTURER'S RESPONSE:
Innocent smoothies are made from nothing but pure, crushed fruit and juice, with absolutely no sugar added. Our smoothies contain all the good stuff that fruit does (like fibre and vitamin C).
As a standard 250ml serving of one of our smoothies contains two portions of fruit, (i.e. two of your 5-a-day), the sugars found in it are the same as the amount found in two portions of fruit (a banana and another portion of fruit)."
It's irrelevant that they haven't added sugar because the sugar is already in the drink - the doughnut makers might as well say "doughnuts with as much sugar as is in the doughnut, with no more sugar added". It's nonsense.
Smoothies do not contain all the fibre that is in the fruit - that is the problem. The fibre in fruit means that it is absorbed more slowly, preventing the blood sugar spike created by necking 33g of sugar.
A banana and an apple combined do not contain 33g of sugar, unless they are talking about a very big banana and a very big apple.
The five portions a day reference is also wrong and misleading. 'Five portions' is questionable in the first place, but if you want to use that measure, a smoothie can only count as one of your five, and there is no acknowledgement that more than one of the smoothies in the article would double your recommended daily sugar intake.
Basically this company is Goop, but founded by men, and successful in the FMCG market, so not so easy to mock.