Orange juice crisis will drive up smoothie prices, says Innocent

Innocent was founded in 1999 by Richard Reid (pictured, Adam Bailon and John Wright). Photo: Simon Dawson/Bloomberg

Innocent was founded. in 1999, Richard Reid, Adam Bailon and John Wright, a trio of Cambridge students who sold smoothies from a stall at music festivals. It resonated with consumers thanks to its unusual marketing and emphasis on ethics and sustainability, and it grew steadily over the next decade.

Today, it is one of the most recognizable soft drink brands to be found on supermarket shelves. with annual sales in the hundreds of millions.

However, the company was previously accused of a «sellout» after Coca-Cola — one of the world's biggest plastic polluters — bought a 20% stake in 2009 and took full control in 2013.

Mr Canny, who worked at Coca-Cola before joining Innocent just under a decade ago, said: «You have to be realistic. We are now innocent, have a turnover of €550m (£468m), employ almost 1,000 people and are 25 years old. Whether it's a different business or a different investment mechanic, you need support to grow companies in this way.»

Innocent also faced allegations of greenwashing in 2022 after activists complained to the advertising watchdog about a TV spot in which the company claimed that buying its smoothies could help save the environment.

< p>Mr. Canny said: «Nobody wants to do this.» you may be challenged on what you're trying to communicate, especially when it's at the core of what we do on the environment.

“We've just tried to make sure that in an increasingly regulated environment, that we are simply tightening both rules, but also seeking clarity in the rules.»

In their statement, activists argued that Innocent is «oversimplifying» plastic pollution by suggesting that buying its products can have a positive impact on the environment

Mr Canny claimed the company was trying to improve its environmental credentials, for example by making bottles from 50% recycled plastic, but defended its use of the material.

He said: “This remains the lowest carbon solution for fresh produce.»