The most favorite smoothies in the UK are offered by Innocent brand and it is leading the market with total annual sales of approximately £130 million. Innocent’s growth has been significant and it has achieved considerable successes in the 10 years since its launch (Germain, Reed, amp. Hamilton, 2009).The main purpose of the innocent drinks is to ‘make food good’. The vision of the company is to become the favorite and most popular little food provider all over the world. The management of the organization is striving to increase the customer satisfaction and hence increasing the number of customers. This, in turn, will increase the overall profits and revenues of the organization (Innocent, 2007).The smoothies industry in the UK is very competitive and it has grown in recent years (Ruxton, 2008). One of the main reasons for this growth is the change in demand of consumers as they are demanding healthier drinks (Mintel Group, 2009)The market of juices and smoothies in the UK has a total value of £1.4 billion out of which 9.3% constitute of smoothies with total annual sales of approximately £130 million (The Chartered Institute of Marketing, 2009). Last year the industry experienced the fastest growth with a growth rate of 37.6% on year to year basis (Mintel Group, 2009)The market share of the leading smoothie brand is 77.5% of the total smoothie market and this brand is offered by Innocent Drinks (Mintel Group, 2008a). The other dominating brand in the industry is Tropicana with a market share of 29.3% (Mintel Group, 2008b).The main product offered by Innocent Drinks is the smoothies which are prepared by mixing crushed fruits with fruit juices. There are different varieties of smoothies offered by the company which mainly includes January Detox, Veggie Smoothies, Superfoods Smoothies, Breakfast Smoothie, Smoothies for Kids, This Water, Smoothies for Kids Competition and Thickies (Innocent 2011a).
Innocent Drinks and Strategic Marketing Management