About us

Innocent is the UK and Europe’s favourite smoothie brand. The company has grown

from having a zero to an 80%1 UK market share and turns over in excess of £100

million every year.

innocent’s mission is to make it easy for people to do themselves some good and to

make it taste nice at the same time. The range of healthy food and drink has evolved to


Smoothies – 100% whole crushed fruit and pure juices, packed full of vitamins,

fibre and phytonutrients and containing 2 portions of fruit per serving

Veg pots – little tasty, filling meals that give you 3 portions of veg in one go

Orange juice – 100% pure squeezed orange juice with no additives,

preservatives or any funny business whatsoever.

The team has now expanded from the three original founders to 250 people, who are

based across the Fruit Towers offices in London, Paris, Dublin, Amsterdam,

Copenhagen, Stockholm, Hamburg and Salzburg.

As a business, innocent want to leave things a little better than they found them. This is

reflected in everything they do, from the use of green electricity at Fruit Towers to only

sourcing their fruit from farms that look after both their workers and the environment.

Since 2006, all bananas used in innocent drinks have come from Rainforest Alliance

accredited farms and every year 10% of all profits are donated to the innocent

foundation - a separate charity which funds NGOs and projects in the countries where the fruit is sourced.



Sector Experience

Advertising, Beverages, Packaging


Creativepool Annual Gold

#3 Ranked FMCG
Currently No Client Rating
Annual 2019 GoldBest Brand to Work For Annual 2018 GoldBrand Team of the Year Annual 2018 ShortlistBest Brand to Work For Best Brand to Work For 2017 Shortlist
Project featured:Working at innocent
on 20th February 2018
Project featured:Connect: London 2018 - Day 1
on 28th November 2018
Project featured:Connect: London 2018 - Day 2
on 28th November 2018
Project featured:hat's amazing
on 10th December 2018
Project featured:Creativepool Connect: London 'Pool Party: VIDEO
on 14th December 2018
Project featured:Creativepool Connect: London
on 14th December 2018
Project featured:innocent coconut water
on 11th January 2019
On the web
101-250 People
Creativepool member since 1 February 2013