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Innocent Drinks: What makes Europe's fastest-growing smoothie brand so successful?

Published by: New Nutrition Business

Published: Aug. 1, 2007 - 28 Pages


Table of Contents


1. Strategy One: Selling the natural functionality of fruit

1.1 Market facts

1.2 The start-up phase

1.3 Brand positioning: Naturally functional, fruit, fun, convenience and ethics

1.4 Communications strategy

1.5 Packaging and distribution strategy - start with single-serve, premium-price convenience, graduate to the family pack

1.6 Pricing strategy

1.7 Europe’s biggest kids’ juice brand

1.8 A me-too product under-performs

1.9 Ethics

2. Strategy Two: Internationalising the brand

2.1 Exporting the Innocent culture

2.2 Recognising cultural specificities

2.3 Pricing strategies

2.4 Taste first

2.5 Smoothies’ popularity spills across and beyond the UK

2.6 Going where no UK smoothie has gone before

3. Strategy Three: Setting sights on kids with ‘free-from’ and ‘natural’ claims




Photographs

1. Innocent Smoothies for the French market

2. A selection of Innocent’s marketing materials

3. Innocent print advertisement

4. Super Smoothie Detox

5. Innocent Smoothie for Kids

6. Innocent Pure Fruit Smoothie

7. Innocent print advertisement.

8. Innocent Smoothies for the French market.

9. Innocent Thickie.

10. Innocent Smoothies for Kids.

11. Innocent’s range of kid-specific smoothies

12. Innocent print advertisment

Charts

1. Smoothie markets in selected countries - 2006

2. Netherlands - fruit juice pricing

3. Price comparison of chilled juices in the UK

Tables

1. Smoothie market data

Boxes

1. McDonald’s chooses Innocent

Abstract

For any company, large or small, looking to create a successful health proposition the story of the meteoric rise of smoothie makers Innocent Drinks shows what can be achieved in a tough, highly competitive category. Innocent’s strategies are not elusive, nor unachievable rather, they are steps that any company can easily take to propel its brands to new levels.

Thanks to frank, in-depth interviews with the company’s founders, New Nutrition Business has been in the unique position of tracking the rise and rise of Innocent Drinks to its current status as the world’s fourth-largest smoothie brand. This report reveals how the company went from start-up to over $250 million in annual sales in just eight years.

Innocent Drinks’ packaging and distribution, marketing communications, brand positioning, and its plans for European brand expansion are used to illustrate how its simple strategies have brought major success for this innovative company.

As the only company in the world dedicated solely to analysing the global nutrition business our analysis will give you practical insights for creating success - and for reducing risks - that are second-to-none.

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