Summary of Innocent

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8 Overall

7 Applicability

8 Innovation

9 Style


British childhood friends Richard Reed, Adam Balon and Jon Wright sold their first 1,000 smoothies at a music festival in London. Today, their company, Innocent, sells smoothies in 15 countries across Europe, and the firm makes more than £200 million each year. At their company’s launch, Reed, Balon and Wright were three twentysomething buddies who wanted to make eating healthy easier for busy people. This bio of their smoothie enterprise is short, funny and useful, with hands-on business advice for budding entrepreneurs. getAbstract recommends this diverting book to current and future entrepreneurs looking to lose their innocence about launching a business.

In this summary, you will learn

  • How the Innocent smoothie company started,
  • How Innocent built its brand and
  • What strategies you can learn from its entrepreneurial experiences.

About the Author

Richard Reed, Adam Balon and Jon Wright started Innocent, which they sold to Coca-Cola in 2013. Reed wrote this book with Dan Germain, Innocent’s group head of brand.



Getting Started
Good friends Richard Reed, Adam Balon and Jon Wright, all in their 20s, always worked long hours. Their diet consisted mainly of beer and pizza. Seeking a way to eat healthy food quickly, they considered smoothies – crushing real fruit into bottles busy people like them...

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