This week Innocent announced that it is to sell a 10 to 20 percent stake in the company to drinks giant Coca-Cola. For a company that strives to do business in a more ”enlightened way” going into business with one of the world’s largest corporate organisations will certainly raise a few eyebrows.
As Innocent join a growing list of companies that started small and developed a brand on the back of a values led approach, only to sell out to a large corporate. It may now have to convince its loyal advocates that its eco-friendly values have not been affected by this move. As a brand which strongly promotes itself as being ethical through policies on fruit sourcing and the environment, it has previously been linked with large multinationals such as McDonald’s to trial some of its beverages at their restaurants.