Neukast.com

Innocent is one of Britain’s best known companies. The company produces smoothies (pulped fruit drinks with no additives). It was set up by Adam Balon, Richard Reed, and Jon Wright. In 2006 it had a turnover of £70m.

Innocent Smoothies are free of concentrates and preservatives and are sold in eco-friendly bottles and supermarket tetrapaks. It is a company that has captured the public’s imagination - because it gives away ten per cent of its profits (to causes such as Rainforrest Alliance), has no chief executive, and constantly seeks to find out the views of customers.

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