Innovate or Evaporate

 Breaking News
  • Irish Supermarkets Benefit From the Christmas Spirit The latest grocery market share figures from Kantar Worldpanel in Ireland, for the 12 weeks ending 31 December 2017, reveal that shoppers spent an extra €90 million on groceries over the festive period. David Berry, director at Kantar Worldpanel, comments: “Over the Christmas period the average household spent a record €1,532 on groceries – an increase of [...]...
  • Britvic Continues to Put Health at the Heart of its New Sustainable Business Programme Britvic has launched ‘A Healthier Everyday’, its new sustainable business programme which builds on its commitment to: help consumers make healthier choices; support the well-being of communities; and minimise its impact on the planet. The creation of ‘A Healthier Everyday’ follows a review by the company into how it can ensure that its sustainability programme is [...]...
  • Bayn Europe Sets Up Chinese Subsidiary For Sugar Reduction Bayn Europe AB has signed a joint venture agreement with real estate development company HuaHe International Asset Management to introduce sugar reduction to the China market. Both partners agreed on a co-operation model and mutual commitments for the set up of joint venture. Bayn will hold 65% of equity and HuaHe will hold 35%. Further to [...]...
  • Ishida X-ray Flexibility Ensures Premium Product Quality Ishida X-ray inspection technology is helping to maintain the premium quality reputation of one of Russia’s most popular traditional snack brands. The ‘ROSTRAGROEXPORT’ company was founded by Mr Boris Aleksandrov in 1995, who spotted a niche in the Russian food market for a good quality traditional curd snack.  Its ‘B.Y. Aleksandrov’ brand, named after the company’s [...]...
  • ‘Latte Levy’ – Coffee Drinkers Want to Go Green, But Price is a Barrier As the UK Government aims to eliminate avoidable waste with the announcement of its 25-Year Environmental Plan, Mintel research reveals that Britain’s coffee shop drinkers are happy to do their bit for the environment, but not at any cost. 40% of out of home hot drinks consumers wouldn’t mind paying extra for drinks served in 100% [...]...

Innovate or Evaporate

Innovate or Evaporate
September 18
14:50 2017

‘Innovate or Evaporate’ was the stark message from Tim Casey (pictured above), Country Manager at Innocent Drinks, when speaking at the 4th National Food & Drink Business Conference and Exhibition held recently in Dublin. “If you stand still, you go backwards,” he said before outlining how Innocent Drinks, which was founded by three friends eighteen years ago, has developed into the fastest growing soft drinks brand in Europe. “Innovation was key to getting there, but the original principles of the business still hold true,” he pointed out.

Having worked with Innocent Drinks since 2010, Tim Casey has played a key part in successfully developing the brand to become the number one chilled juice brand in the Irish marketplace.

Innocent Drinks was established with a clear purpose, vision and set of values. Its stated purpose was ‘to make natural, delicious food and drink that helps people live well and die old’. The vision of the founders was to be ‘the earth’s favourite little healthy food and drink company’. The values, which have been firmly embedded in the business ethos, are to be natural, entrepreneurial, responsible, commercial and generous.

“This is very important to us as a business and we reflect that in our products and on our labels,” he remarked. Despite its meteoric rise, Innocent Drinks is still influenced by the original ideals of the company’s founders. For example, the core values are used as a guide when hiring new staff.

Innocent Drinks remains entrepreneurial. Members of staff are encouraged to be innovative and to develop new ideas. However, these should be kept simple enough for ‘your granny to understand’.

In line with its commitment to be generous, Innocent Drinks donates 10% of its annual profits to charity, to causes such as emergency hunger relief, tackling local food poverty and seed funding for business. This aspect of its business model is displayed on the labels of its products for consumers to see.

Indeed, Innocent Drinks maintains close contact with its consumers, encouraging them to correspond with the company and ensuring prompt replies. “It allows us to have great conversations,” he remarked. This helps to foster strong consumer loyalty to the brand.

Through innovation in both product and packaging, Innocent Drinks has successfully expanded its portfolio and geographical reach. Innocent Drinks has grown by successfully innovating across categories. For example, it recently entered the rapidly growing coconut water category.

Although primarily a European-focused company, Innocent Drinks is starting to look further afield and has started selling its drinks in Moscow.

“Past performance is no indication of future performance,” he cautioned. “Even if your business is growing, you still need to innovate.” However, he stressed the importance of maintaining the original purpose, vision and values of the business.

In concluding his presentation, Tim Casey gave encouragement to would-be entrepreneurs: “If you dream it, you can do it. You might not do it in year one but you can achieve it. At no stage did the founders think they would not be successful. But do the right things.”

About Author



Related Articles

Food & Drink Business Conference & Exhibition 2016

Upcoming Events

  • January 16, 2018Sival Plant Production Trade Show
  • January 17, 2018Anfas Food Product
  • January 17, 2018Dutch Organic Trade Fair
  • January 19, 2018International Green Week
AEC v1.0.4

find food jobs

The Magazine

F&D Business Preferred Suppliers

New Subscriber

Subscribe Here