Would you give up your job if you could do something that you always dreamed of?
The founders of Innocent Drinks did. Why would three people give up their secure jobs to make and sell fruit smoothies you may ask? Perhaps they were passionate about being healthy and wanted to share that with others, maybe they may have believed they could grow a successful company if they pooled their creative resources or perhaps they knew they could not fail if they were doing something they loved.
Innocent Drinks are the fastest growing drinks brand in Europe and it all began when three friends who had the ambition of setting up in business, found something that they were passionate about – being healthy. They began creating their own fruit smoothies at home and felt that there was a market for buying juice off the shelf instead of queuing at a juice bar.
With a small budget the conducted their market research at a jazz festival asking people if they should quit there job to make smoothies? People who answered agreed placed their empty bottle in the ‘yes’ bin and those who though they should keep their jobs placed their empty bottle in the ‘no’ bin. There was a huge ‘yes’ response indicating that they should set up.
With little money, no experience and a poor understanding of the food manufacturing business, the trio soon learned that the world of business was a harsh one. One of the founders even resorted to sending an email with the subject “Does anyone know someone rich?” This resulted in an investor supporting the company and soon after they established relationships with suppliers and retailers.
Today the founders of Innocent Drinks draw on their professional experience from the past, their passion for their company and the value they have on healthy eating to run and grow one of the most successful smoothie companies in the world.
When we set goals in line with our values, we are energised and inspired to achieve them.
Thank you to the team at Innocent Drinks for their permission to write and publish this story.