Innocent’s three founders dreamt up the idea for the company while on a snowboarding holiday in 1998. They have managed to do what big drinks companies told them they couldn’t: make a profit from 100% fruit smoothie drinks for a mass market. Headed by Richard Reed, Adam Balon and Jonathan Wright, the company supplies most British supermarkets, Starbucks, Boots, and cafes and delicatessens nationwide. Contracts worth up to £1m a year, combined with creative marketing and new products, including a one-litre carton for supermarkets, have boosted sales 108% a year, from £1.9m in 2001 to £16.7m in 2004.
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