INNOCENT

Innocent is the UK and Europe’s number one smoothie brand. It was founded by three young Cambridge graduates in 1999 before selling to Coca-Cola.

The Innocent website features a playful and entertaining timeline of all the people who came into their story. It recognises all sorts of contributions: the customers providing early encouragement; their first investor; the colleague who had a smoothie mishap. Even their critics are given a role. The images on the next page pull out a few examples.

The boys sell their first smoothies from a stall at a music festival in London. A sign above the stall reads “Should we give up our jobs to make these smoothies?” and people were asked to throw their empties into bins marked ‘Yes’ or ‘No’. (‘Yes’ wins.)