Speed Read - Innocent: Building a brand from nothing but fruit

Laura James

This article summarises the book "Innocent - Building a brand from nothing but fruit" which profiles the market-leading, UK-based premium fruit smoothie brand, Innocent.

Speed Read - Innocent: Building a brand from nothing but fruit

John Simmons, Marshall Cavendish, 2008 (view on Amazon)

IntroductionJohn Simmons is a former director at Interbrand who has written on Starbucks and Arsenal football club and co-edited The Economist Guide to Brands and Branding.For his narrative account of Innocent Drinks, one of the most successful UK soft drink start-ups of the last decade, Simmons spent time with the founders who remain - at the time of writing - in charge of the business. He argues that although luck also played a part, Innocent's phenomenal growth...

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