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A Book About Innocent: Our Story and Some Things We've Learned
We started making smoothies in 1999. On that first day we sold twenty-four bottles, and now we sell over 2 million a week, so we've grown since then.
This book is about the stuff we've learned since selling those first few smoothies. About having ideas and making drinks, about running a business and getting started, about nature and fruit, about company life and working with friends, about the stuff we've got right and the stuff we got wrong, and about squirrels . . . and camping . . . and doing the right thing.
We thought we'd write it all down in a book so we don't forget any of it, and to maybe help other people too. We started innocent from scratch, so we've learnt a lot of things by getting stuff wrong. Some other lessons have come from listening carefully to people clever than us. And some stuff we just got lucky on. But all of it, the good the bad and the useful, is in here. Plus, perhaps our mums will finally believe us when we tell them we haven't rung home for a while because we've been a bit busy these past few years.
This book is about the stuff we've learned since selling those first few smoothies. About having ideas and making drinks, about running a business and getting started, about nature and fruit, about company life and working with friends, about the stuff we've got right and the stuff we got wrong, and about squirrels . . . and camping . . . and doing the right thing.
We thought we'd write it all down in a book so we don't forget any of it, and to maybe help other people too. We started innocent from scratch, so we've learnt a lot of things by getting stuff wrong. Some other lessons have come from listening carefully to people clever than us. And some stuff we just got lucky on. But all of it, the good the bad and the useful, is in here. Plus, perhaps our mums will finally believe us when we tell them we haven't rung home for a while because we've been a bit busy these past few years.
208 pages, Paperback
First published April 11, 2009
10 people are currently reading
216 people want to read
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Displaying 1 - 26 of 26 reviews
September 10, 2017
I hadn't heard of "innocent" - the company that makes very popular smoothies - as they're in London, and I'm not. Fortunately, my lovely sister-in-law sent this book across the pond.
An enjoyable telling of how the innocent company was founded and grew from a samples given away at a music festival to a multi-million pound corporation. The authors (the 3 founders) talk about the lessons they learned, and how they keep those lessons alive in practice today.
A good book for anyone who's thinking about starting a company, or is running a company, or is working for a company.
An enjoyable telling of how the innocent company was founded and grew from a samples given away at a music festival to a multi-million pound corporation. The authors (the 3 founders) talk about the lessons they learned, and how they keep those lessons alive in practice today.
A good book for anyone who's thinking about starting a company, or is running a company, or is working for a company.
June 7, 2025
A great little book about the setting up of an ethical business.
August 15, 2024
taught me a lot about how important a good work environment is for happy and useful employees
March 27, 2015
When we are talking about this book, we are talking about marketing. Not only is the book about marketing, the book itself is marketing in its purest form.
To explain this, there are 4 important questions that are worth pondering about:
1. What’s innocent?
2. Why the book was published in the first place?
3. Is it really a business book?
4. What’s the book contribution to Innocent as a brand and to the whole world?
Let’s get into this one by one:
1. What’s innocent? Unless you are a UK citizen (or European) there’s little chance you’d know that Innocent is the most influential smoothie brand in the UK with a strong base of loyal followers behind its back. Since their launch in 1999 the brand has expanded out of the UK into Europe and with a strong, glowing brand, there’s no chance stopping them from global domination (and now with Coke owning 90% of the brand) unless it is proven in the future that drinking smoothie is bad for your health. Check them out www.innocentdrinks.co.uk
2. Why the book was published? Out of kindness to help thousands of clueless entrepreneurs out there? True. But there’s something else. Innocent had invested a lot in pumping up their branding and making them look good. They had also let go a substantial amount of their profit (10%) to charity (it is also worth noting that the company, despite of making tight profit in 2008-2009, still managed to donate a total of £273,000 to charity). Now why not share it? Thus they publicize it. Through their blogs, packaging, and ultimately this very book, written for their company.
3. So is it really a business book? Yes and yes. In every sense of the word.
4. What the book contributes, to Innocent as a brand and to the whole world? This book left me with a positive feeling. Truly a good feeling. As somebody who just started a start up myself this book helps me a lot. It helps me define my purpose and drive. It also inspires me to be ethical… and until I realise, all it did is making me wanting to be like Innocent! Of course many things had happened ever since the publication of this book. Like the Coke buy out in 2013, and the controversy with charity… But still, the radiant image of Innocent and its friendly approach to customers are hard to forget. And although the brand is now majority owned by Coke, Innocent still stands apart from the ominous image of Coca Cola Company. And I believe that is the book’s single true achievement.
To explain this, there are 4 important questions that are worth pondering about:
1. What’s innocent?
2. Why the book was published in the first place?
3. Is it really a business book?
4. What’s the book contribution to Innocent as a brand and to the whole world?
Let’s get into this one by one:
1. What’s innocent? Unless you are a UK citizen (or European) there’s little chance you’d know that Innocent is the most influential smoothie brand in the UK with a strong base of loyal followers behind its back. Since their launch in 1999 the brand has expanded out of the UK into Europe and with a strong, glowing brand, there’s no chance stopping them from global domination (and now with Coke owning 90% of the brand) unless it is proven in the future that drinking smoothie is bad for your health. Check them out www.innocentdrinks.co.uk
2. Why the book was published? Out of kindness to help thousands of clueless entrepreneurs out there? True. But there’s something else. Innocent had invested a lot in pumping up their branding and making them look good. They had also let go a substantial amount of their profit (10%) to charity (it is also worth noting that the company, despite of making tight profit in 2008-2009, still managed to donate a total of £273,000 to charity). Now why not share it? Thus they publicize it. Through their blogs, packaging, and ultimately this very book, written for their company.
3. So is it really a business book? Yes and yes. In every sense of the word.
4. What the book contributes, to Innocent as a brand and to the whole world? This book left me with a positive feeling. Truly a good feeling. As somebody who just started a start up myself this book helps me a lot. It helps me define my purpose and drive. It also inspires me to be ethical… and until I realise, all it did is making me wanting to be like Innocent! Of course many things had happened ever since the publication of this book. Like the Coke buy out in 2013, and the controversy with charity… But still, the radiant image of Innocent and its friendly approach to customers are hard to forget. And although the brand is now majority owned by Coke, Innocent still stands apart from the ominous image of Coca Cola Company. And I believe that is the book’s single true achievement.
September 11, 2009
Video Review: A book About Innocent (Includes free downloadable MindMap)
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a) If you like their smoothies, read the book.
b) If you want to learn about branding and how to create raving fan customers, read the book.
c) If you want to build your own company, read the book.
c) If you've never heard of Innocent and don't meet a, b, nor c, you probably won't find the book all that intesting :)
---
a) If you like their smoothies, read the book.
b) If you want to learn about branding and how to create raving fan customers, read the book.
c) If you want to build your own company, read the book.
c) If you've never heard of Innocent and don't meet a, b, nor c, you probably won't find the book all that intesting :)
June 17, 2019
เป็นหนังสือเกี่ยวกับการเริ่มต้นทำธุรกิจของบริษัทน้ำผลไม้ innocent
ผมไม่เคยรู้จักบริษัทหรือชื่อแบรด์นี้มาก่อน แต่เป็นหนังสือที่เพื่อนเคยแนะนำให้อ่าน ละพอเห็นเล่มที่ร้านหนังสือเลยตัดสินใจซื้อมาลองอ่านดู
เนื้อหาในเล่มเป็นอะไรที่ไม่หนักและไม่วิชาการจนเกินไป เป็นหนังสือที่อ่านสนุก เพลินๆ ไม่น่าเบื่อ
ผู้เขียนได้เล่าความเป็นมาเกี่ยวกับการจัดตั้งบริษัทน้ำผลไม้นี้ และได้แชร์ถึงข้อผิพลาดและ สิ่งที่ได้เรียนรู้ในการทำธุรกิจ
เหมาะสำหรับคนที่การอยากทำธุรกิจด้วยตัวเอง
ผมไม่เคยรู้จักบริษัทหรือชื่อแบรด์นี้มาก่อน แต่เป็นหนังสือที่เพื่อนเคยแนะนำให้อ่าน ละพอเห็นเล่มที่ร้านหนังสือเลยตัดสินใจซื้อมาลองอ่านดู
เนื้อหาในเล่มเป็นอะไรที่ไม่หนักและไม่วิชาการจนเกินไป เป็นหนังสือที่อ่านสนุก เพลินๆ ไม่น่าเบื่อ
ผู้เขียนได้เล่าความเป็นมาเกี่ยวกับการจัดตั้งบริษัทน้ำผลไม้นี้ และได้แชร์ถึงข้อผิพลาดและ สิ่งที่ได้เรียนรู้ในการทำธุรกิจ
เหมาะสำหรับคนที่การอยากทำธุรกิจด้วยตัวเอง
October 16, 2020
A short and brief narration of the company's start and lessons that were made in the process of establishing it.
I love the welcoming and funny voice of the book, it is as warm and witty as the rest of their communication. The best recent joke was then they now launched an oat breakfast smoothie and made an advert for it along another breakfast variant, which was a Heinz cobranding bean smoothie. Obviously, this was a joke to highlight the real breakfast smoothie available, but so many people took it seriously and expressed their disgusted opinions about it! Hilarious.
Some of the things described in the book that I liked:
- do an MVP before launching any project, do an easy neighbourhood trial
- people never remember more then 5 things, 3 are optimal
- customers are the kings - let them determine recipes, important decisions and invite them into the conversation (it is normal now in the times of social media, but wasn't 10, or 20 years ago...)
- your packaging is a free advertising space: you can place funny or informative messages on it!
- your retailers are super important and you should honour, give them gifts and freebies
- meeting people at events is a great way of letting them know that they are important for you and getting direct feedback
- connecting the community of customers through events is an interesting way of creating loyal customers
- giving 10% of profit to charity is feasible and a good way to influence the world around us
- businesses are the primary source of income even for state-run things and charities, so people should not see them as evil and greedy, but they should participate in the communal causes
- marketing messages need to be consistent in order to be understood
- don't be discouraged by a 'no' and try to push the limits of what's possible even small step at a time...
I love the welcoming and funny voice of the book, it is as warm and witty as the rest of their communication. The best recent joke was then they now launched an oat breakfast smoothie and made an advert for it along another breakfast variant, which was a Heinz cobranding bean smoothie. Obviously, this was a joke to highlight the real breakfast smoothie available, but so many people took it seriously and expressed their disgusted opinions about it! Hilarious.
Some of the things described in the book that I liked:
- do an MVP before launching any project, do an easy neighbourhood trial
- people never remember more then 5 things, 3 are optimal
- customers are the kings - let them determine recipes, important decisions and invite them into the conversation (it is normal now in the times of social media, but wasn't 10, or 20 years ago...)
- your packaging is a free advertising space: you can place funny or informative messages on it!
- your retailers are super important and you should honour, give them gifts and freebies
- meeting people at events is a great way of letting them know that they are important for you and getting direct feedback
- connecting the community of customers through events is an interesting way of creating loyal customers
- giving 10% of profit to charity is feasible and a good way to influence the world around us
- businesses are the primary source of income even for state-run things and charities, so people should not see them as evil and greedy, but they should participate in the communal causes
- marketing messages need to be consistent in order to be understood
- don't be discouraged by a 'no' and try to push the limits of what's possible even small step at a time...
September 30, 2019
Thoroughly enjoyed reading this, I’ve loved innocent smoothies since I was a teenager, my friends dad used to work with the company and his fridge was always filled with smoothies, amazing how the company has grown to what it is now.
The book shares some great knowledge from ideation, branding, company values and growing a team with plenty of humor sprinkled throughout.
They also share behind the scenes thinking such as the original spreadsheet they used to pick a name (glad monkey vomit didn’t win) + how they came up with the logo design + packaging iterations over time.
The book itself is nicely laid out with plenty of illustrations and imagery to compliment stories told.
Would be nice to see an updated account of what’s happened since 2009 & plans for the future
Note - I couldn’t find the digital copy of this for purchase online however quite happy to add this to my book shelf
Interesting fact - The book is made from recycled paper and vegetable based inks, very much in alignment with innocents values
The book shares some great knowledge from ideation, branding, company values and growing a team with plenty of humor sprinkled throughout.
They also share behind the scenes thinking such as the original spreadsheet they used to pick a name (glad monkey vomit didn’t win) + how they came up with the logo design + packaging iterations over time.
The book itself is nicely laid out with plenty of illustrations and imagery to compliment stories told.
Would be nice to see an updated account of what’s happened since 2009 & plans for the future
Note - I couldn’t find the digital copy of this for purchase online however quite happy to add this to my book shelf
Interesting fact - The book is made from recycled paper and vegetable based inks, very much in alignment with innocents values
September 2, 2018
This book gives me a different feelings about persistence and existence. It shows the persistence is a must have requirement for existence of every startup.
Nowadays, we have heard success stories of tech startups. They invent new tech product which was never before exists. But the founders of the innocent drink has come up with Smoothies. An common thing packed up with new thinking. The founders extraordinary struggling story must inspire every future entrepreneur.
This book is one of my favourite and I personally recommend everyone to read it. There's a clear message in the book " its never late to believe in yourself".
Nowadays, we have heard success stories of tech startups. They invent new tech product which was never before exists. But the founders of the innocent drink has come up with Smoothies. An common thing packed up with new thinking. The founders extraordinary struggling story must inspire every future entrepreneur.
This book is one of my favourite and I personally recommend everyone to read it. There's a clear message in the book " its never late to believe in yourself".
October 13, 2020
I just thought I wish I could grab a bottle of innocent now after finished reading. They try to express as simple as possible for the business side. Wish they have more wrote about the product such as how they can contribute and distribute and how they want to do the market search etc. though. As I read it after 12 years passed (almost 13 years) I’m sure there have been lots things changed by now. Wondering how they have grown up since.
February 18, 2024
Useful blueprint on how Dan & Friends build innocent into a large, purposeful, entertaining, soulful and successful smoothie brand.
Helpful as I'm trying to build a beverage brand Malaki, setting up the culture and hustle to build something we'd be proud of someday.
Thanks for sharing what and how you did it, I'll take the inspiration nuggets with the feel good factor of what innocent has created.
Will return to this book!
Helpful as I'm trying to build a beverage brand Malaki, setting up the culture and hustle to build something we'd be proud of someday.
Thanks for sharing what and how you did it, I'll take the inspiration nuggets with the feel good factor of what innocent has created.
Will return to this book!
January 21, 2018
At first glance, you imagine this book may attempt to be a bit wacky with an undertone of corporate heavily running through it.
I was pleasantly surprised to say it was fresh, uplifting and funny. It talked about the journey of innocent including the lessons learnt and the reasons behind decisions made.
Loved this book.
I was pleasantly surprised to say it was fresh, uplifting and funny. It talked about the journey of innocent including the lessons learnt and the reasons behind decisions made.
Loved this book.
February 10, 2020
Innocent is probably the first ‘brand’ I remember being aware of. I vividly remember their stop motion advert with the fruit popping and disappearing. It’s so inspiring to read about how they became what they are today and honestly a relief to know that at the core of the business the values remain the same as they did when they started in 1998
September 14, 2020
The dark arts of marketing - the low-cost guide
1. Make (and keep) a promise
2. Choose the right stage name. Brand right.
3. Look good. Packaging.
4. Be seen in the right place
5. Get yourself in the paper. Pr. First impressions last.
6. Give it away
7. Go digital
8. And then advertise
1. Make (and keep) a promise
2. Choose the right stage name. Brand right.
3. Look good. Packaging.
4. Be seen in the right place
5. Get yourself in the paper. Pr. First impressions last.
6. Give it away
7. Go digital
8. And then advertise
June 15, 2025
Everything communicates
December 31, 2012
I have been a fans of innocent since I found their fun and quirky packaging in one of the blog about packaging design that I read. The way they chose to design their bottle of smoothies had been telling me that the company itself had an interesting story too. From my journey throughout the web, I found lots of interesting facts and videos too bout innocent. That's why I decided to purchase the book. Thanks to a friend who happened to study at UK who is very nice in helping me to buy the book and sent it to me at Indonesia.
The way the book being written is actually treated just in the same way innocent had with their packaging design. Fun and quirky. Very enjoyable to read through. Lots of knowledge, wisdom especially for us who are interested to be an entrepreneur and want to build our own company. For those who don't, we can learn a lot also how innocent build its company and business around their simple purpose, "make food good".
For me personally, after reading the book, I think I am being converted from a fans to a loyal fans although I haven't even tasted it. Strange isn't it? But this is one proof on how if you build a strong and honest STORYTELLING bout ur brand or company, people will follow u. Well, it happened with me that's for sure. How bout u?
The way the book being written is actually treated just in the same way innocent had with their packaging design. Fun and quirky. Very enjoyable to read through. Lots of knowledge, wisdom especially for us who are interested to be an entrepreneur and want to build our own company. For those who don't, we can learn a lot also how innocent build its company and business around their simple purpose, "make food good".
For me personally, after reading the book, I think I am being converted from a fans to a loyal fans although I haven't even tasted it. Strange isn't it? But this is one proof on how if you build a strong and honest STORYTELLING bout ur brand or company, people will follow u. Well, it happened with me that's for sure. How bout u?
November 22, 2010
Great book , it's real story about 3 friends from UK started a business 10 years ago. Now they are competing aggressively with the industry worldwide leaders. It's all about focus the whole business on one single idea no matter what. Full of adventure , inspirations and learnings.
هلا والله ، قريت هالكتاب في القطار بين الرياض و الشرقيه ،، نص وانا رايح والنص الثاني وانا جاي ( لان سيارتي كانت في الورشه ) واحد صدم..... مالكم في الطويله . هذي قصه نجاح شركة من ما قبل البحث عن فكره الى ان اصبحت الشركة تنافس الشركات العالميه في نفس المجال.
ما ادري متى هالكتاب راح تجيبه جرير هذا اذا حطوا له صوره - قودريدز
هلا والله ، قريت هالكتاب في القطار بين الرياض و الشرقيه ،، نص وانا رايح والنص الثاني وانا جاي ( لان سيارتي كانت في الورشه ) واحد صدم..... مالكم في الطويله . هذي قصه نجاح شركة من ما قبل البحث عن فكره الى ان اصبحت الشركة تنافس الشركات العالميه في نفس المجال.
ما ادري متى هالكتاب راح تجيبه جرير هذا اذا حطوا له صوره - قودريدز
May 4, 2012
Three friends start a company (Innocent, 100% fresh squeezed juices) and make it a 100 million dollar smoothie giant. For everyone who wants to start a company from practical zero (the first day they only sell 24 bottles) this is a great inspirational read. In an easy and funny to read language, the writer takes you through all steps needed to make a success (marketing, who to get funding, taking the best people onboard, advertising, values and charity, it's all there). I finished the book in a couple of days, which is extremely quick for me and a sign this is a 4 or 5 star book. Now I want to start me own business!
February 28, 2014
This is a very refreshing book, just like the Innocent juices.
It is amazing to see how difficult it was for these three friends to set-up this business. They went to see many investors and with no experience in running a business, no experience in the juices world they pulled it off.
In the book they share their journey and the secrets to their success.
There were on a mission and were determined to succeed. They were open minded all the way and kept improving things ion order to achieve success. I find the ideas in the book and the inspiration of the story valuable insight into creating wealth.
It is amazing to see how difficult it was for these three friends to set-up this business. They went to see many investors and with no experience in running a business, no experience in the juices world they pulled it off.
In the book they share their journey and the secrets to their success.
There were on a mission and were determined to succeed. They were open minded all the way and kept improving things ion order to achieve success. I find the ideas in the book and the inspiration of the story valuable insight into creating wealth.
August 26, 2009
A little book about how a small company found their feet with some suggestions about how they would do it again, things they find successful and things they find unsuccessful.
Light but interesting. Stuffed with photographs of the innocent team in action. Told with a certain self-depreciation and humour.
Light but interesting. Stuffed with photographs of the innocent team in action. Told with a certain self-depreciation and humour.
March 8, 2015
Very entertaining book about the story of Innocent, the ethical beverage company. Part biography, part story and part show off. Don't expect to learn much about business, but it is a very inspiring book. See my full review of the book here: http://wp.me/p2Log1-a7
November 25, 2009
love how they adapt from the top management qualities from the top companies in the world into their company philosophy. light and fun reading.
May 2, 2012
Very entertaining and quick read, basically a primer on starting a business. Highly recommended.
June 15, 2014
OK
This entire review has been hidden because of spoilers.
February 28, 2015
Great story of Innocent and the development of the brand and its corporate culture/ethos. An easy and enjoyable read. Especially enjoyed how they came with the name Innocent.
May 27, 2020
Their ability to simplify is outstanding.
Displaying 1 - 26 of 26 reviews