Companies (i.e. Innocent Smoothies) that try and be your mate can fuck off... You're a reputable company, not some 'kooky' student trying to intice people to sign up to a univeristy wakeboarding club.
Describing nutritional information as 'The boring nutrition bit' doesn't put you on the same wavelength as the consumer, it just makes you sound like a cunt.
Loving filthy wads of money > Your apparent mission the help nature and promote healthy living.
If you are my mate, why are you charging me 2 quid for a thimble of mashed up old fruit?
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