Friday, March 02, 2007

The Innocent story from the Observer:

"These men are Innocent... and, with their pure fruit smoothies, an object lesson in how to go from scratch to a £100m turnover, writes John Simmons

They are the fastest-growing business in the food and drink sector, but they talk about being a little juice company. They are an inexperienced start-up whose biggest competitor in the smoothies market is owned by PepsiCo, and they say they're not worried. Why should they be? They're outselling their rivals by three to one.

The reality is that, though the founders of Innocent Drinks flirt with the image of naivety, they are completely focused on expanding a business whose products are intended to do you good.... (for more click here or read the click on the article)"


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