D Smithers has our first question:

Why on earth is Sunny D taking this step, surely consumers are your ultimate panel, if they like the product they will buy it, if they don't they won't?

Paul Nicholls said:

We're a new team and we want to do things differently from before and we want to take consumers to the heart of our business to give them real influence over what we make and how we advertise it.

Natalie Jacobs wants to know:

I'm a mum with 3 young and might be interested in getting involved, who is eligible for the Parents Advice Group?

Paul Nicholls said:

We'd love to have you on our panel Natalie. The panel is open to all mums and dads with children between the ages of 7 to 15. If you'd like to get involved, here's what you do: either visit www.sunny-d.co.uk and download an application form or phone our Freephone number 0800 7839741. Look forward to hearing from you.

Christine wants to know:

How much impact are these parents actually going to have?
Will you guarantee to implement their recommendations?

Paul Nicholls said:

We would like Sunny D to become the preferred soft drink for mums and dads. It's therefore vitally important that we take on board both positive and negative opinions that this group have about Sunny D. They will have an influence over our marketing plans - both what we make and how we advertise. As long as their views are representative of other mums and their recommendations are commercially sensible it would be in our interests to follow their recommendations through.

Neal joins us with another question about the panel:

Can you give us an idea of what this panel will actually do in practical terms.

Paul Nicholls said:

The group will meet four times a year. We will present our marketing plans to them. We will ask them for their views and to collect views from parents in the local area where they live. These views will then be incorporated into all future plans, be it types of products or ways that we promote them.

Martin asks:

Where will this group meet, and do you have a description of a typical panel member in mind?

Paul Nicholls said:

The group will meet at our offices in Bridgwater, Somerset and we will cover all travelling expenses incurred. A typical panel member will be a parent with 1 or more children aged 7 to 15. They should have a view on children's diet/nutrition and the role that soft drinks play within this. They should be an active networker in the local community but most importantly they should have a real enthusiasm to make a substantial contribution to the group.

Ceri wants to know:

I'm a housewife from Cardiff and it says on your website that parents will get paid - is that true and if so how much?

Paul Nicholls said:

Yes it is. Mums and dads will receive £1000 a year and an expense allowance of up to £50 a quarter. This should cover all local networking costs. Travel and accommodation will be reimbursed in addition to this.

Tamsin L wants to know:

What is the difference between this and the kind of focus group polling that all FMCG companies carry out as part of R&D for brands?

Paul Nicholls said:

This group will be taken to the heart of our business and will influence our decision making. It is more than just a focus group. We're looking for people who want to help us build our business and this is a long term initiative to build Sunny D.

Maggie wants Paul to peer into a crystal ball, she asks:

Paul, what do you think parents will want to see happen to Sunny D?

Paul Nicholls said:

It's very early days yet - we don't want to pre-judge what recommendations the parents advisory group may have but we are open to listen to all views. We're a new team and we're prepared to do things very differently.

Helen Christiannou wants to know:

Will our children be involved if we were selected for the group?

Paul Nicholls said:

The parents advisory group is for mums and dads because it is they who are the primary decision takers when it comes to the food and drinks that their children consume.

Pippa asks:

Aren't you a bit daunted at the prospect of being faced by a group of angry parents?

Paul Nicholls said:

Who says they are going to be angry? We're looking to work in partnership with mums and dads to make Sunny D an even better brand than it is now.

M Norman is keen to know:

There was a lot of fuss about what went into Sunny D a few years ago, have you changed the ingredients or is this what the panel will help you decide?

Paul Nicholls said:

The majority of the range today is no-added sugar. The parents advisory group will help us identify what we need to do next.

Fraser has an idea for the panel:

My kids love Sunny D and I would always want them to drink something fruity rather than fizzy but I'm still worried about the sugar content. Are there any plans for an even healthier version than the no added sugar? You could call it Sunny D-Light!!

Paul Nicholls said:

Like the name Fraser - great idea! We're always open to good ideas and we'll share these with the parents advisory group.

Charlotte wants to know:

I have always thought Sunny D was a better alternative to fizzy drinks as it contains some positive ingredients. If I was on the group I would suggest that the you are straight with the public and don't position it as a health drink but as a healthier alternative to fizzy drinks as an occasional treat.

Paul Nicholls said:

Thanks Charlotte - that is exactly how we currently do position the brand - as a healthier alternative to most fizzy drinks.

Bernard wants to know:

I'm interested in the growing corporate obsession with Corporate Social Reponsiblity and want to know if Sunny D is following other brands like Walkers, Nestle and Kelloggs who are all trying to clean up their act in the face of recent government announcements?

Paul Nicholls said:

As new owners of Sunny D we take our social responsibility extremely seriously. Our advertising talks to mums not kids and the parents advisory group is hopefully a demonstration of the importance we place on talking directly to mums and dads.

Anthony Freeman wants to know:

Do you welcome the recent government announcement to ban unhealthy food and drink from schools?

Paul Nicholls said:

We respect the actions the government has taken and endorse the drive to give children a more balanced diet.

Mrs C Fletcher has a question about pester power:

Mums have a tough job and it can be difficult to resist the kids when they are demand things in the supermarket. I must admit I sometimes buy them things they want simply to save us from yet another public tantrum. Do you think that mums are being put under undue pressure because of the marketing pressures put on our kids?

Paul Nicholls said:

These are exactly the types of issues we will be discussing in the parents advisory group. While our research shows that 8 out of 10 mums decide what goes into the shopping trolley it is important that we don't do anything that directly increases pester power.

Pat O'Brien asks:

Do you think the food and drink industry has gone to far with aggressive advertising to kids? I notice your brand is no longer mentioned when media reports cover this issue presumably as a result of changes.

Paul Nicholls said:

Sunny D do not target kids through advertising. And as a result of recent guidelines it looks like the rest of the food and drink industry will have to follow us.

Terry wants to know:

Are you a parent? If so do you let your kids drink Sunny D?

Paul Nicholls said:

Yes, I am a dad of three young boys, all under the age of 8. And yes - they love Sunny D.

Eve wants to know:

If you were on the advisory group what changes would you recommend?

Paul Nicholls said:

Great question. I don't want to pre-judge and therefore potentially influence the direction that the parents advisory group might take.

Jan wants to know:

When will the changes from your new group start to be implemented and can you remind me of how to apply?

Paul Nicholls said:

You will start to see the changes take effect next year. If you'd like to join us on the panel, log on to www.sunny-d.co.uk for an application form. Closing date is 17th October and we will be kicking off our first session of the parents advisory group in December.

Sara has a last question:

Hi Paul. Would you like to see other companies following the lead of Sunny D in doing this?

Paul Nicholls said:

I would imagine other companies will follow given our research shows that 9 out of 10 mums want more say in what goes into their kids food and drink.

Thanks very much for all your valuable comments. We hope to see some of you very shortly on our parents advisory group.