Innocent is simply the best new brand and business I’ve come across in the past decade. The products, the people, the ethos and the performance have all been extraordinary. I’ve known the founders from quite early on and have admired how they adapted to rapid growth, while staying true to their core values.
Even this past year, faced with a massive onslaught from Tropicana smoothies and a UK market downturn, Innocent has remained a strong leader and has recovered market share.
It is well advanced in its development strategy of diversifying into new products and expanding into new territories. So many other companies have faltered at this stage. Trying to do it themselves without adequate resources or expertise. Picking the wrong partners with divergent perspectives.
Very few potential alliances offer a genuine international reach. In Europe even Coca-Cola lacks chilled distribution, smoothie production facilities and short shelf life experience. But that’s not the point.
So long as Coke provides the right support, then Innocent can benefit from the funding and market access that it needs.
In some ways, I wish Innocent had stayed independent, but we must allow Innocent to spread its message rather than be overtaken by imitators. So on today’s evidence, I find Innocent not guilty and Coke innocent.
2 comments:
Does anyone actually believe that Coca Cola would spend a huge amount of money to have a majority stake in a company and just leave the founders to continue business as usual without restrictions and LOTS of input and decisions by the principal shareholder? Ha, ha, what a joke. Who ever believes in that must be on a another planet... (or have never worked within the beverage industry). I think the founders of Innocent are treating and talking to people like they are stupid. I was one of the many, many consumers that bought into their story from the start, but it simply does not hold water any longer. But I bet they are laughing all the way to the bank, thinking how stupid people are who actually believe the little porky pies they tell...
I accept your right to comment and your privilege of anonymity, but I believe the evidence does not support your prejudice.
The Innocent team remains as open and friendly as before. Coca-Cola realises it can only go so far. And I see no porkies, only bunnies.
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