Innocent Drinks' Design Culture

In: Business and Management

Submitted By blaine
Words 2136
Pages 9
The Innocent Drinks Design Culture Discuss and illustrate the extent to which a ‘design culture’ in an organisation can give it competitive advantage.

I. Introduction

In 21st century, the organizations are entering a brand new era full of opportuni-ties and innovations, and great changes have taken place in companies’ attitude to-wards some traditional practices. Design has become an essential issue. As the writer in “Designing the 21st century” observed:

Throughout the industrialized world, manufacturers of all types are in-creasingly recognizing and implementing design as an essential means of reaching new international audiences and of gaining competitive ad-vantage.

The term of Design culture can be defined or represented in many ways because different industries and companies have different design culture. The importance is the output or result of each different Design Culture, what is the image on the cus-tomer, and what is the impact on the company performance.

II. Purpose

This essay will look into the “Innocent Drinks”, a company based in United King-dom that produced smoothie (a kind of drink that blend juice and fruit with yogurt or water). The content will focus on the Innocent Drinks’ background, work force, brand identity , decision making, packaging and distribution in order to understand its ‘de-sign culture’ and how it influenced the company. Finally, what competitive advantage that design culture can give to Innocent Drinks.
III. Background

Innocent Drinks was start by three young people, Richard Reed, Adam Balon and Jon Wright, who graduated from Cambridge. In 1998, they started to make smoothie and sold in a music festival in London. The consumers were ask to throw the empty bottles to two bins, “yes” or “no”, to let the consumers decided whether three of them should keep making smoothie. After the festival the bin of…...

Similar Documents

Design, Culture & Technology

...|SD2005 DESIGN, CULTURE & TECHNOLOGY | Worksheet no.SD2005 | Weekly Individual Report | 28/9/2012 | POLYU HDMDT | Weekly Group Report Please fill in the form and submit to the course web site: |Student and Project information | |Student name |Student ID |Role & responsibility | |Lui Yan Yan |11078781D |Define keywords, Collect and Classify data | |Poon Ka Man |11147491D |Define keywords, Collect and Classify data | |Lam Ching Mei |11039135D |Define keywords, Collect and Classify data | |Ngai Sze Ming, Ice |11352703D |Define keywords, Collect and Classify data | | | | | | ...

Words: 1094 - Pages: 5

Innocent Swot and Pestle Analsis

...My chosen Company is Innocent. It was founded by three friends who met at Cambridge University in the early 1990's. They sold their first Smoothies at a music festival having spent £500 on fruit for the Smoothies. When finished their Smoothies, customers were asked to put their empty bottles in either a “Yes” bin or a “No” bin. The question the customers were asked was whether the guys should quit their jobs to make Smoothies. When they checked the bins, the “Yes” bin was full with only three bottles in the “No” bin. So the guys quit their jobs the next day. They have since opened offices in Paris, Amsterdam, Copenhagen, Germany and Austria. Innocent sold a share of their Company to Coca Cola in 2009. Coca Cola now hold a 58% stake in the Company though Innocent say that they have a “hands-off” approach. Their product range now includes Innocent Smoothies (which contains 2 of your 5 a day), Fresh Juice, Kids' Innocent Smoothie Cartons, and Innocent Kids Juice. In 2008 they launched Veggie Pots (which has 3 portions of your 5 a day in every pot) and in 2009 they invented Fruit Tubes for Kids. Innocent's mission statement is : “to make natural delicious food and drinks that help people live well and die old” (Source:, 2011)(i) The Logo The design brief (such as it was) aimed to emphasise the purity and naturalness of Innocent drinks. “We didn’t have any sophisticated marketing plan,” explains Dan Germain (Head of...

Words: 3245 - Pages: 13

Innocent Drinks

...and Innocent Drinks was formed (innocent, our story) The creation of this company was difficult for the three friends who had no money, they asked their friends for rich contacts and were introduced to Maurice Pinto, a wealthy American who lent them £250,000 after seeing the potential of their plan. After six years, Innocent operates from Fruit Towers in Shepherd’s Bush, an office block with faux-grass walls and trendy young staff. They produce 5 product ranges totalling 17 varieties and are the market leader in Smoothies in the UK (innocent). Innocent is a British beverage producer that makes and distributes a range of natural fruit drinks in the UK. The products of the company include smoothies, thickies, juices, and fruit-enhanced water. Innocent sells its products through coffee shops, grocery stores and department stores. Innocent smoothies contain over three-quarters of a pound of pure and fresh fruit without sugar, water or concentrates. Innocent also offers a range of superfood smoothies, with recipes that are super rich in naturally functional foods. The Superfood smoothies come in three varieties, Natural Vitamin C, Natural Vitamins A and C, and Natural Detox(Datamonitor) The Innocent Thickies range, are yoghurt based drinks containing probiotic cultures that aid digestion, real fruit and honey, with spices. Thickies do not contain any fruit preparations, stabilisers or preservatives. (Datamonitor, 2005). Market share Innocent......

Words: 5432 - Pages: 22

Green Marketing Innocent

...Downey Green marketing: The case of innocent smoothies Student name: Tiarnan Boyle Word count: 2193 Table of content Page no. Introduction History of the Company Marketing mix 1. Price 2. Point of Sale 3. Product and Production 4. Promotion Weaknesses and recommendations Conclusion Appendix 1- References Appendix 2- Group poster Appendix 3- Record of group meetings Appendix 4- Group work declaration form Introduction For the basis of this report and our poster presentation we have decided to focus our attention on innocent Plc. Through detailed investigation and analysis of the company’s marketing strategy we aim to highlight the natural and green credentials of this brand. This report will draw on the marketing mix that the company has implemented in their efforts to achieve sustainability and the different marketing strategies that they use to attain this. We also aim to identify the strengths and weaknesses of the company’s marketing strategy whilst also providing further recommendations upon which we feel the organisation can improve. History of the Company The innocent company was founded in May 1999 by three Cambridge graduates; Richard Reed, Adam Balon and Jon Wright. Together they had the ambition to produce high quality drinks that are completely pure,......

Words: 5403 - Pages: 22

Innocent Drinks Success

...organizational structure, ownership and growth of ‘Innocent Drinks’ from its beginning to the present date In 1998, three Cambridge University graduates, Richard Reed, Adam Balon and Jon Wright sold their first drinks, smoothies, from a stall at a music festival in London after spending six months on writing the recipes with only £500 as the starting capital. “Should we give up our jobs to make smoothies” were written on a banner in front of the stall. There were two bins marked as “Yes” and “No” next to the stall and people were asked to throw their empty bottles into either one of them. Only three bottles were found in the “No” bin after the festival. As the result, they resigned their own jobs, decided to run the business of a drinks company by the format of partnership. After that, they needed to find investment because of the lack of capital for their establishment. Luckily, after several times of unsuccessful application for the borrowing of the bank, Mr. Maurice Pinto, a wealthy American businessman, decided to invest £250,000(£250,000 were invested by a wealthy American businessman called Mr. Maurine Pinto), which make them taken the step to success. The workforce of the company increased from three to six in 1999. The first overseas office was open in the capital of Ireland, Dublin, in 2000. It is the first stage for them to promote their products to other countries outside the UK. One year after their establishment, innocent drinks start to sale their products......

Words: 1288 - Pages: 6

Design a Continuous Bioreactor and the Growth Kinetic of Zymomonas Mobilis in Continuous Culture.

...Experiment 3-5 Design a continuous bioreactor and the growth kinetic of Zymomonas mobilis in continuous culture. Submitted to Dr. Tatsaporn Todhanakasem Faculty of Biotechnology Assumption University In partial fulfillment of the requirement of the course BT3014 Microbial Physiology by Syed Zia Nayeem 5045215 Date of experiment: 25 June, 2012 Introduction: Continuous cultivation of microorganism are open systems which features addition of nutrients at a constant rate and simultaneous with drawl at the same rate. This mode of cultivation is particularly useful as it results in significant improvement in productivity of fermentation. Also it is rather easy to implement process control for these systems. However some disadvantages of this cultivation e.g, development of mutants and contamination free cultivation for longer time limits its common usage. However it is a best tool to study the physiology of cultivation as there is a perfect steady state cultivation condition at a particular dilution rate (= sp. growth rate) in the bioreactor. The overall response of any continuous cultivation can be simulated by the mathematical model however it is rather interesting to see the culture behavior in transients in cultivation (Shift up / Shift down in dilution rates) It has been observed that Monod model is unable to perfectly simulate the transients in Continuous cultivations because the model assumes dependence of growth on the instantaneous value of substrate......

Words: 1285 - Pages: 6


...We've always found that there's something about modern living that makes it hard to be healthy. That's why we gave up our jobs over five years ago and started making innocent smoothies. The idea was to make it easy for people to do themselves some good. And to make it taste nice too. We wanted people to think of innocent drinks as their one healthy habit; like going to the gym, but without the communal shower afterwards We call them innocent because our drinks are always completely pure, fresh and unadulterated. Anything you ever find in an innocent bottle will always be 100% natural and delicious -and if it isn't, get on the banana phone and make us beg for forgiveness. In fact, being accountable to our customers is something that is in our blood. In the summer of 1998 when we had developed our first smoothie recipes but were still nervous about giving up our proper jobs, we bought £500 worth of fruit, turned it into smoothies and sold them from a stall at a little music festival in London. We put up a big sign saying 'Do you think we should give up our jobs to make these smoothies?' and put out a bin saying 'YES' and a bin saying 'NO' and asked people to put the empty bottle in the right bin. At the end of the weekend the 'YES' bin was full so we went in the next day and resigned. Then we had to find a home. And that's when we stumbled across the perfect place - Fruit Towers. It's a lovely little place, somewhere that we can call our own and where everybody's welcome.......

Words: 498 - Pages: 2

Innocent Drinks

...Summary For any company, large or small, looking to create a successful health proposition the story of the meteoric rise of smoothie makers Innocent Drinks shows what can be achieved in a tough, highly competitive category. Innocent's strategies are not elusive, nor unachievable rather, they are steps that any company can easily take to propel its brands to new levels. Thanks to frank, in-depth interviews with the company's founders, New Nutrition Business has been in the unique position of tracking the rise and rise of Innocent Drinks to its current status as the world's fourth-largest smoothie brand. This report reveals how the company went from start-up to over $250 million in annual sales in just eight years. Innocent Drinks' packaging and distribution, marketing communications, brand positioning, and its plans for European brand expansion are used to illustrate how simple strategies have brought major success for this innovative company. As the only company in the world dedicated solely to analysing the global nutrition business our analysis will give you practical insights for creating success - and for reducing risks - that are second-to-none. Content • Key point summary • Introduction • 1. Strategy One: Selling the natural functionality of fruit o 1.1 Market facts o 1.2 The start-up phase o 1.3 Brand positioning: Naturally functional, fruit, fun, convenience and ethics o 1.4 Communications strategy o 1.5 Packaging and distribution strategy -......

Words: 448 - Pages: 2

Innocent 16% of KFC's target savings for 2009. • Separately, KFC is reported to be suing one of Its suppliers in the US over concerns that some of its packaging could catch fire when reheated in a microwave. Lighter cartons for Innocent smoothies by Catherine Dawes Innocent has moved its onelitre smoothies into lighter cartons with a new no-membrane lid, to save 20 tonnes of plastic a year. The Tetra Rex cartons are 8% lighter than before, saving around 100 tonnes of cartonboard a year, and have been launched as Innocent also introduces its first FSC-certified packaging, for its children's wedges. Previously, under each cap, there was a foil-laminate membrane that had to be removed using a ringpull before the drinks could be poured. Innocent explained in a statement: "Since our smoothies need a good shake first, Innocent: Tetra Rex cartons are 8% lighter than previously that sometimes resulted in stuff getting splashed when you pulled the seal ofT" The new screw caps create an effective seal without the need for the additional mcmthey will save 20 tonnes of plastic a year. "We did loads of testing with the new caps and taste and shelf life are the same," said packaging, processing and purchasing brane,and Innocent estimates team leader Simon Oxley. RPC's refillahle miiic jug roiied out across country by Catherine Dawes Dairy Crest's refillablc milk jug, Jugit, is to go on sale in more than 200 Sainsbury's and Waitrose stores......

Words: 994 - Pages: 4


...De Marketing mix, 4 p’s van INNOCENT DRINKS 1. Product - geen duurzaam goed, je kan het maar eenmaal gebruiken (weet niet precies of dit er bij moet?) Kernproduct. De kern van Innocent drinks is de nood aan een gezond, vers, fruitig drankje. Dit zijn onze smoothies. Omdat niet iedereen dol is op dezelfde vruchten, heeft Innocent ze van verschillende vruchten gemaakt. Of je nu van de frisse en zure smaak van cranberries houdt, of van de zoete en tropische smaak van mango’s en kokosnoten, er zit er vast eentje tussen die je lekker vindt. Al onze smoothies zijn 100% natuurlijk. Ze bevatten geen geur-, kleur- en smaakstoffen, conserveringsmiddelen, geconcentreerde sappen of andere onnatuurlijkheden die niet in gezonde drankjes horen. Eén innocent smoothie is goed voor je Aanbevolen Dagelijkse Hoeveelheid fruit. Materieel product. Innocent hecht enorm véél belang aan het materieel product. Dit qua keuzes voor grondstoffen, verpakking, personeel,... een overzicht. 100% natuurlijke drankjes Innocent wilt graag 100% natuurlijke, gezonde en duurzame smoothies maken. Smoothies die goed smaken en waar je lichaam blij van wordt. Daarom gebruiken ze geen conserveringsmiddelen, geur-, kleur- en smaakstoffen of andere onnatuurlijke E-honderdnogwatnummers. Omdat het bedrijf graag dingen natuurlijk, zuiver en gezond willen houden hebben ze zichzelf innocent genoemd; onschuld Verantwoorde ingrediënten Innocent koopt hun fruit zoveel mogelijk bij plantages die......

Words: 1725 - Pages: 7

Innocent Drinks

...Brochure More information from Innocent Drinks Case Study: Capitalizing on the Health Trend in the Smoothie Category Description: This case study on Innocent Drinks forms part of The case studies series, which explores business practices across a variety of disciplines and business sectors. It focuses on the company's achievements as it copes with recession, competition and takeovers. Key reasons to purchase this title - Gain insight into the methods used by important industry players to give them a competitive edge - Identify specific areas for operational improvements - Capitalize on the knowledge of experienced companies when entering a new niche or market Contents: DATAMONITOR VIEW CATALYST SUMMARY ANALYSIS The UK market for juices and smoothies is buoyant, spurred on by the health trend The juices category is larger and more mature, but smoothies are forecast to see double-digit growth Juice launches continue to dwarf the more nascent smoothies category launches Consumer health demands fuel the market Health and natural claims dominate both categories, while exotic fruit flavors are gaining ground Growth in smoothies is being aided by innovative offerings Innocent Drinks is the dominant smoothie player in the UK, successfully addressing health demands with well-marketed products The company is the clear smoothie leader, outlasting a number of competitor brands The recession and poor weather temporarily......

Words: 882 - Pages: 4

Culture and Job Design, Journal of Organizational Behavior

...Title: Culture And Job Design, Journal Of Organizational Behavior Author: Miriam Erez Theodora Papamihalakis Synopsis: “Imagine Americans, Israelis and Japanese participating in an international management training program. They all assemble in one lecture room, each with a personal computer with an Internet connection. The training session begins with an in-basket simulation. Each participant gets a set of problems to solve. The instructor lets them know that they can use any method they want to work out the problems. They can sit in class or go outside. They can use Google to get more information, exchange ideas with each other, or both. The instructor then observes their free styles of gathering information. What he sees is the following: The Americans open up Google in search of relevant information, and continue to work on the problem individually. The Israelis look around and signal to each other to go outside and talk in small groups. They exchange ideas about solving the problems, and then approach the instructor to ask whether they can work as a team and submit a team project rather than individual projects. The Japanese participants are most confused with the lack of a clear task structure. They are not sure whether they can go outside and talk to each other or not. They are also not sure about the seniority differences among the group members. Consequently, each Japanese participant stays in the room and does his job, feeling very hesitant and......

Words: 746 - Pages: 3

Innocent Drink

...Content page Introduction Entrepreneurship and the entrepreneur What makes a person start their own business? Similarities and difference of an entrepreneur and own manager Analysis of the entrepreneur Conclusion Introduction The company I choose to focus on for this assignment is innocent drink. Innocent drink is a smoothies company set up by three friends. In this assignment I shall focus on one of the founders which is Richard Reed. I will look into what inspired him to start his business, his upbringing, education, and his influences. I will link my findings to the 5 big personality traits and connect this to Richard Reed Innocent Drinks is a company that makes smoothies, juice and veg pots, sold in supermarkets, coffee shops and various other outlets. Its purpose is to make natural, delicious food and drink that helps people live well and die old (REFERENCE) Innocent was set up by a Richard, john and Adam, a group of friends that met each other in Cambridge University. It all started in 1999 where they were selling fresh juices at a music festival at their stall. A sign above the stall reads “Should we give up our jobs to make these smoothies?” and people are asked to throw their empties into bins marked ‘Yes’ or ‘No’. At the end of the day the YES vote won and they quit their jobs (REFERENCE) Richard was brought up in Yorkshire by both his parents, his mother kept two jobs and his dad worked long hours so they can put...

Words: 1016 - Pages: 5

Innocent Smothies Analysis

...The success of Innocent’s marketing techniques Introduction This assignment is about the Innocent company, its brand portfolio and the potential entry into the Spanish market. In the first part I give information about the company itself including its history, its current operations, markets and distribution channels. In the third section I conduct a macro environmental analysis and a more market-specific analysis by the 12C - framework as well as the Porters Five Forces – model. The fourth section comprises an assessment of the principal challenges that the Spanish market represents to the company in selling its products. The last part involves a personal evaluation of relevant entry modes for the company into the Spanish market. The Innocent company History and Facts The 'Innocent' company is originally a manufacturer and distributor of smoothies. It was founded in 1999 by Richard Reed, Adam Balon and Jon Wright (Datamonitor, 2009). Their business of selling fruit drinks without adding sugar or concentrates growth rapidly. Starting with a turnover of £0.2 millions in 1999 they could record revenue of £114 millions in 2007 with a 71 % value share of the UK smoothie market. This success is lead back to the constant expansion of new product lines and markets. Innocent developed the new brand 'This water' and launched it in 2007. To extend its product range the company initiate 'Orange juice' and 'Vegetable pots' in 2008. Starting from offering their products within...

Words: 2200 - Pages: 9


...Three Cambridge graduate friends, Adam Balon, Jon Wright and Richard Reed started up Innocent Drinks in 1999. They developed a range of premium smoothies containing 100% natural fruit. The British based company now is one of the best-loved and fastest growing businesses in Britain. The company has a range of different recipes and is distributed via supermarkets (including Tesco, Sainsbury’s and The Co-operative), coffee shops (including Starbucks) and health cosmetic retailers (including Boots) they are also expanding into other countries with drinks being sold in France, Germany and Belgium. The company has become known of its credentials, such as that it pays a premium for fruit, recycles its bottles and probably most significantly, Innocent’s profits are donated to charity each year and into The Innocent Foundation. However it was a difficult start up, Griseri points this out: ‘The entrepreneurs behind Innocent had difficulties in finding funding for their business idea, but the company soon became successful and held 20 per cent of a market worth £20 million’. The British based company Innocent Drinks is one of the best-loved and fastest growing businesses in Britain. Innocent Drinks is now a well-loved and known lifestyle brand that provides brilliantly designed, healthy and fashionable under its brand identity. Innocent Drinks has achieved unparalleled success in the UK as the foremost player in the smoothies sector. This case study looks at the smoothies category in...

Words: 304 - Pages: 2