Tastes Good, Does Good

Innocent was founded in 1999 by three Cambridge university graduates, Adam Balon, Richard Reed and Jon Wright. Their venture began at a music festival, where they set up a stall selling smoothies.

They raised a big sign asking whether they should give up their jobs and start selling smoothies, encouraging their customers to vote “yes” or “no”, by putting their empty smoothie bottles in different bins. Needless to say, they quit soon after...

As they developed their unique identity and spontaneous culture, they differentiated themselves by being active in charity work and involved in various environmental projects, embedding these values on Innocent's foundations - hence the slogan "Tastes Good, Does Good"

Coca Cola is now the majority shareholder in the company. Innocent prides itself on core values (much like our good selves) and are deserved winners of this week's PSotW.