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Innocent swaps summer music festivals for family village fetes.(Brief article)

Article from: Marketing Week | April 26, 2007 | Copyright

Innocent is scrapping its free annual Fruitstock music festival after four years and replacing it with a "summer of village fetes".

The move comes after last year's free festival attracted more than 120,000 people to Regent's Park in London.

Innocent says it is expecting no more than 60,000 to attend its flagship village fete, which, it is understood, will be more low key.

The new initiative is expected to take the focus away from music to more family-oriented events.

The smoothie-maker will run the new flagship fete event in Regent's Park in the first week of August, followed by a tour across UK towns and cities throughout the summer. …

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