UK: Innocent names UK boss, eyes Europe

By just-drinks.com editorial team | 6 October 2006

The founders of Innocent, the UK company behind innocent smoothies, have set their sights on further expansion into Europe.

Richard Reed, Adam Balon and Jon Wright plan to take a more strategic role to boost Innocent's presence on the continent and have appointed a managing director to handle the company's UK operations.

The move reflects Innocent's rapid growth. The company was only formed in London in 1998 but turnover is expected to reach GBP75m (US$141m) by the end of this year.

Innocent's success has come as consumers in the UK and Ireland demand ever healthier, natural products and the company believes it will prosper in Europe too.

An Innocent spokesperson confirmed today (6 October) that Jamie Mitchell has been promoted to the position of UK managing director.

She told just-drinks that Innocent has just launched its smoothies in Denmark and is looking to roll them out to Sweden, Germany and Austria early next year.

"Those markets are definitely much smaller (than the UK) but we think there's a gap in the market," she said. "The UK has seen incredible growth over the last two years but we're sure it will continue to grow. People want to have a healthy option."

Sectors: Soft drinks, Water

Companies: Innocent