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.

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