Abstract
“Involving ‘yes' and ‘no' bins at a festival” (Growing business: 2007) (1) It's the way that Richard Reed, Adam Balon, Jon Wright started their business in 1998 just after their course in Cambridge University got over. Innocent was designed to be a 100% natural brand, according to founders, the aim of Innocent' founders is “to leave things a little bit better than we find them” (Innocentdrinks.co.uk: 2007). This shows that Innocent is not just a profit business. Its founders wanted to be proud of their business plan (Great Brand Stories Innocent: 2006). Now Innocent Smoothie generates a turnover of 100£ million (Case study) which gives Innocent a market share of around 72% (Innocentdrinks.co.uk: 2007). The Innocent success is thanks not only to the product but also to founders and the way they manage the business with a completely new style of management. The brand is beginning to become a global brand, with product introduction in new countries like France, Denmark, Netherlands, Belgium and Germany.
