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Innocent Rides The “Health And Wellness” Wave To Booming Sales, Profits

August 29, 2017: 12:00 AM EST
British drinks brand Innocent, a unit of Coca-Cola Company, saw sales increase by 23 percent in 2016, its “biggest year ever.” Profit topped $11 million after last year’s loss of $900,000. The company has tripled in size since 2012, with half its revenues derived from international sales. Its success dovetails neatly with the “health and wellness” trend: the company does not add any sugar, and the British public understands that fruit juice and smoothies are “vital for a healthy diet.” The company has capitalized on the demand for more healthful beverages, recently adding coconut water, protein smoothies, and flavored sparkling water.
Leonie Roderick, "Innocent to focus on ‘health and wellness’ as it preps brand refresh", Marketing Week, August 29, 2017, © Centaur Communications Ltd (a member of the Centaur Media plc group)
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