建立于1999年,是一个实验的奶昔上市在音乐会,由剑桥毕业生理查德•里德亚当Balon和乔恩·赖特,它在一个非常受欢迎的气氛中开始基于投票的人参加电影节,并将创业暴跌首先卖冰沙(无辜的梦想家,2013)。而销售新鲜的概念,丰富的果汁和果汁并不新鲜,趋势已经在美国的一些州,如加利福尼亚,奶昔消费开始在英国健康产业,推动无辜的饮料品牌领袖”的位置在特定市场,推动远远超过皮特和约翰的(第一个奶昔公司在英国)每年营业额1300万磅的标志(案例研究:启动“无辜”进入越来越多的水果冰沙市场,无日期)。建立在创新,可持续的实践参与生产,以及毫不妥协的态度满足不断增长的消费需求,公司去引导市场通过提供近果汁饮料在英国仅在2008年价值2.8亿英镑。不仅如此,它扩展到供应果汁有吸引力和环保可回收的包,证明其在商业世界的勇气(pp.64 Blundel & Lockett,2011——65年)。
Founded in 1999 as an experiment of smoothie sell-outs at music concert, by Cambridge graduates Richard Reed, Adam Balon and Jon Wright, it started off on an extremely popular note based on voting by people attending the fest, and took the entrepreneurial plunge by first selling smoothies (Innocent Dreamers, 2013). While the concept of selling fresh, rich smoothies and juices is not new and had been trending already in US states like California, smoothie consumption began making a place in the UK health industry as well, propelling Innocent Drinks to the position of ‘brand leader’ in the particular market, pushing well ahead of Pete & Johnny’s (the first smoothie company in the UK) at an annual turnover mark of 13 million pounds (Case study: Launching “innocent” into the growing Fruit Smoothie market, n.d.). Founded on innovation, sustainable practices involved in production, as well as an uncompromising attitude towards meeting growing consumer demands, the company went to lead the market by supplying nearly fruit-based drinks worth 280 million pounds in the UK in 2008 alone. Not only that, it expanded to supplying juices as well with attractive and environment-friendly recyclable packages, proving its mettle in the business world (Blundel & Lockett, 2011, pp.64-65).