Innocent Drinks: How we overcame crisis

Started as a market stall in 1999 by Richard Reed, Innocent is now a £200m turnover business selling in 15 different countries across Europe

By Deloitte Institute of Innovation and Entrepreneurship 09 September 2014


The innocent business is led by a mission to 'taste good and do good', and gives ten percent of profits each year to charity.

The founders recently sold their controlling stake in innocent to Coca Cola in a deal valuing the business at over half a billion dollars and remain on the board as minority shareholders.

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