Case Analysis Of Innocent Drinks

‘Innocent Drinks’ is an award winning company based in the UK that makers of organic, natural juices, smoothies, and fruit and vegetable snacks that are available in wide variety of outlets in the UK and across 15 countries, in particular the Netherlands, Denmark, Austria and Germany.

The company was established 1999 by three university friends who initially started selling their drinks from a stall at a music festival. Customers were asked to put their empty bottles in a ‘yes’ or ‘no bin depending on whether they thought that three of them should quit their jobs and start making smoothies full time. At the end of the festival the ‘yes’ bin was full and the ‘no’ bin only contained 3 bottles. True to their word all three of them quit their

So far the foundation has given over £3.5m to a series of charities in Latin America, Africa and Asia. The aim of the foundation to help people get access to the healthcare, education, micro-finance and agricultural support with the intention to help people grow themselves and their families out of poverty.

Innocent quickly managed to build a loyal fan base because of their frank openness, use of humour, honesty and commitment to doing business in a sustainable way. It is possible that Innocent drinks represent something more than just a product for consumers; they in fact provide an emotional

a bunch of guys that sell drinks, to symbolize something that almost everybody can relate to: Good clean fun. In 2012 Innocent was voted the number one ‘Social Brand’. In particular they were praised by the judges for their consistent tone of voice and their ability to engage with consumers across multiple channels (Brandwatch, 2012). This evidenced by the way they regularly invites some of their most enthusiastic customers to the annual AGM’s (A Grown-up Meeting) at their HQ, aka ‘Fruit Towers’ where they can learn more about the business and try and create new