Why Innocent's still virtuous

A rebellious trailblazer company. A reputation for whimsy and start-up mentality. And then a huge corporate buy-out. How does Innocent keep its staff juiced?

by MT Staff

Employees (and visitors) are welcomed at Fruit Towers HQ in west London with a doormat that tells them, ‘Nice shoes!’

This is the weekday home to staff at Innocent, Europe’s biggest smoothie maker, squeezing out £200 million a year as it sells its juices in supermarkets, coffee shops and other outlets.

It’s a company known for its sense of fun – in the early days, the first employees would often turn up at markets, parks and festivals in a stand-out grass-covered van, to give away their healthy drinks.

Sign in to continue

Sign in

Trouble signing in?

Reset password: Click here

Email: mtsupport@haymarket.com

Call: 020 8267 8121

Register

FREE

  • Up to 4 free articles a month
  • Free email bulletins

Register Now

Become a subscriber

From £66 a quarter

  • Full access to managementtoday.co.uk
  • Exclusive event discounts
  • Management Today's print magazine
  • Plus lots more, including our State of the Industry Report.

Choose a Package