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Innocent

In: Business and Management

Submitted By cherilondon
Words 304
Pages 2
Three Cambridge graduate friends, Adam Balon, Jon Wright and Richard Reed started up Innocent Drinks in 1999. They developed a range of premium smoothies containing 100% natural fruit. The British based company now is one of the best-loved and fastest growing businesses in Britain. The company has a range of different recipes and is distributed via supermarkets (including Tesco, Sainsbury’s and The Co-operative), coffee shops (including Starbucks) and health cosmetic retailers (including Boots) they are also expanding into other countries with drinks being sold in France, Germany and Belgium. The company has become known of its credentials, such as that it pays a premium for fruit, recycles its bottles and probably most significantly, Innocent’s profits are donated to charity each year and into The Innocent Foundation. However it was a difficult start up, Griseri points this out: ‘The entrepreneurs behind Innocent had difficulties in finding funding for their business idea, but the company soon became successful and held 20 per cent of a market worth £20 million’.

The British based company Innocent Drinks is one of the best-loved and fastest growing businesses in Britain. Innocent Drinks is now a well-loved and known lifestyle brand that provides brilliantly designed, healthy and fashionable under its brand identity. Innocent Drinks has achieved unparalleled success in the UK as the foremost player in the smoothies sector. This case study looks at the smoothies category in detail and assesses the company's achievements as it copes with recession, competition and takeovers.

Innocent Drinks is the dominant player in the UK smoothie market, successfully defeating new competitors and the recession with its health positioning and quirky marketing techniques. Coca-Cola recently purchased a major stake in the company, but Innocent aims to keep critics of this move...

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