Innocent, the UK brand best known for its fruit smoothies, is aiming to create buzz around its recently launched vegetable pots with a Twitter-based collective buying campaign. The more people tweet about the promotion, the cheaper the product gets.

For a four week period, the more tweets Innocent gets with the hashtag #tweetandeat, the bigger the discount it will offer offer. Consumers can request a direct message so that they know when the next coupon level has been reached, and can download and print coupons at the website.