In a decade of making pulped-fruit drinks, Innocent has established a brand that is recognisable for its healthy ingredients, eco-friendly values and quirky marketing campaigns, such as the tiny woolly hats worn by its winter smoothies. Its products are sold in 10 European countries. Founders Richard Reed, Adam Balon and Jonathan Wright have most recently started offering “veg pot” ready-meals in flavours including sweet potato chilli, as well as their own orange juice. The company also publishes a guide to wellbeing entitled “Stay healthy. Be lazy.” Profits at the London company have grown 85% a year from £1.7m in 2004 to £11.1m in 2007. Coca-Cola took a minority stake in Innocent for a reported £30m this month as the company looks to raise money to expand further overseas.
This profile reflects the company at time of publication and does not reflect any changes that may have subsequently occurred. Fast Track and its sponsors do not endorse, guarantee or recommend investment in any of the companies.