Case Study - Innocent

By now everyone must have come across Innocent in some form. Their army of crazed apostles and remorselessly charming PR machine have turned them into everyone's favourite cuddly capitalists. But surely their can't be anything for proper businesses to learn from them? Stakeholder spoke to Ailana at their 'Fruit Towers' HQ and decided that their definitely is. In this article Innocent talk about their drinks, their people, their supply chain, their brand and their customer relations.

It's far too easy to dismiss Innocent as "nice". This is not to say that they are not nice, because they are, but like all one-word descriptions it hides a much more complex truth. On the one hand Innocent is a company that was set up by three mates who had the idea on a snowboarding holiday. But it's also a company that is talking about owning a 45% share of a sizeable and rapidly growing market. A company that's grown consistently at 50% year on year. "Start with the products. The drinks have very much been at the centre of our business from the beginning. We've got a five-pronged business strategy, and in the middle is making the best possible drinks. The other things are keeping people here happy, having good supply chain systems, building up a strong brand, and good customer relations. Those are all important, but not as important as the drinks that we make."