Innocent Drinks is a business phenomenon of the last decade. Founded in 1998 by three college friends, Innocent has grown at an amazing rate to become the UK?s fastest growing food and drink business in 2005. Even more impressive has been the growth of its brand legend. Innocent is one of those brands that everyone in the marketing world refers to with awe, affection and sometimes envy.
This book tells the story of Innocent?s rise and examines what has made it a brand that people observe, love and (increasingly) imitate. Through privileged access to the founders and others closely involved in the company, John Simmons will explore the road travelled by the Innocent cow vans, taking in the twists and turns, ups and downs along the way. Not only does Innocent make fantastic smoothie drinks, but it is a brand now known for its love of storytelling, humour and an honest approach to business.

John Simmons is a brands expert who was previously a director at Interbrand, the world?s largest brands consultancy. He is the author of several books, including My Sister?s a Barista, Dark Angels, The Invisible Grail, and We, Me, Them & It (all published by Cyan).

2007-12-17 Great fun- tasty like the drinks

How one idea, three guys, a shed load of fruit and endless energy created on of the most innovative, and healthiest companies in the UK. Innocent was founded in 1998 by three Oxford grads, in 2007 it was the fastest growing food and drink business in the UK. Smoothies, are basically combinations of fresh fruit and fruit juice- an instant hit of vitamins to the system. Before innocent they were virtually unknown outside the kitchens of the health conscious- freshly squeezed organe juice was about as good as it got. Across the Atlantic however smoothies have been a hit for middle class office workers for years. The boys from innocent took, gave it a cheeky marketing spin and took the UK by force. Simmons looks in detail at how a seriously focused, commercially driven business can take a stagnant sector such as non alcoholic drinks and through a combination of good product, detailed gorilla style marketing, and hard but fair deal making can make a profit, expand and stick to their core ethical principals and have a green outcomes.- healthier consumers switching to a lower footprint product. It's a great easy read that cannot fail to inspire, and build respect both for the innocent team and their products, as well as have you laughing with the jokes and cheek of the labelling and marketing.