lagging behind considerably in not tapping social media tools effectively to position itself as a leader in the fruit juice market. According to the environment analysis,its near-perfect commitment to sustainability is indicated, with an exception that since 2011 the brand’s use of recyclable resources stops at a mere 35%. This again raises cost issues, which will need to be dealt with adequately by the founders. Last of all, as per the legal analysis, the brand has managed to remain relatively blemish-free in its activities, barring a few minor cases. They however, were dealt a strong blow legally, in being unable to justify their absolute ownership of the trademark (solicitorjournal, 2013) and losing a lawsuit against Deepend Fresh Recovery Limited. This has considerably tarnished its ethical image (Relevance of Innocent Smoothies, 2014).