Innocent Drinks

Topics: Coca-Cola, The Coca-Cola Company, Odwalla Pages: 4 (1248 words) Published: December 1, 2011
Innocent Drinks is a UK-based company founded in 1999 whose primary business is producing smoothies and flavoured spring water, sold in supermarkets, coffee shops and various other outlets nationally as well as in Ireland, Netherlands, Belgium, Germany, France, Austria, Denmark and Switzerland. Innocent has a 75% share of the £169m UK smoothie market[citation needed] and the company sells two million smoothies per week.[3] Innocent is 58% owned by The Coca-Cola Company. Contents


1 History
2 Products
3 Innocent Foundation
4 Controversy
4.1 Product recall
4.2 Advertising claims
4.3 Charitable donations
5 Alumni
6 References
7 External links


Innocent was founded by three Cambridge graduates – Richard Reed, Adam Balon and Jon Wright; at the time they were working in consulting and advertising. The three were friends at St John's College, Cambridge. In 1998, after spending six months working on smoothie recipes and £500 on fruit, the trio sold their drinks from a stall at a music festival in London. People were asked to put their empty bottles in a 'yes' or 'no' bin depending on whether they thought the three should quit their jobs to make smoothies. At the end of the festival the 'YES' bin was full, with only three cups in the 'NO' bin, so they went to their work the next day and resigned. After quitting their jobs, the three had a lucky break when Maurice Pinto, a wealthy American businessman, decided to invest £250,000.[4]

On April 6, 2009, Innocent drinks announced its agreement to sell a small stake of between 10 and 20% to The Coca-Cola Company for £30 million.[5] Their website was bombarded with customers and several pages on social networking sites have emerged that encourage a boycott of the company.[6] In April 2010 Coca-Cola increased its stake in the company to 58% from 18% for about £65 million.[2]

Innocent credit the creation of their brand identity to...
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Essay on innocent drink
  • Marketing Strategy of Innocent Drinks Essay
  • Marketing and Innocent Smoothies Essay
  • Essay on Innocent Company Analysis
  • Essay on Innocent Drinks
  • Essay about Innocent Drinks
  • Innocent Marketing Report Essay
  • Essay on Marketing Proposal for Innocent Smoothies

Become a StudyMode Member

Sign Up - It's Free