Innocent Drinks

In: Business and Management

Submitted By unique87
Words 5432
Pages 22
The company overview
Three ambitious friends, Richard, Adam and John graduated from Cambridge University into professional employment. In the summer of 1998, they spent six months testing various juice recipes on friends, trying to find a successful product. They spent £500 on fruit and tested their recipes on individuals at a London music festival, marking two bins ‘yes’ or ‘no’ and placing a sign next to them reading: “Do you think we should give up our jobs to make these?”. At the end of the day the yes bin was full. They gave up their jobs the following day and Innocent Drinks was formed (innocent, our story)

The creation of this company was difficult for the three friends who had no money, they asked their friends for rich contacts and were introduced to Maurice Pinto, a wealthy American who lent them £250,000 after seeing the potential of their plan.

After six years, Innocent operates from Fruit Towers in Shepherd’s Bush, an office block with faux-grass walls and trendy young staff. They produce 5 product ranges totalling 17 varieties and are the market leader in Smoothies in the UK (innocent).

Innocent is a British beverage producer that makes and distributes a range of natural fruit drinks in the UK. The products of the company include smoothies, thickies, juices, and fruit-enhanced water. Innocent sells its products through coffee shops, grocery stores and department stores. Innocent smoothies contain over three-quarters of a pound of pure and fresh fruit without sugar, water or concentrates. Innocent also offers a range of superfood smoothies, with recipes that are super rich in naturally functional foods. The Superfood smoothies come in three varieties, Natural Vitamin C, Natural Vitamins A and C, and Natural Detox(Datamonitor)

The Innocent Thickies range, are yoghurt based drinks containing probiotic cultures that aid digestion, real…...

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