Putting the fizz into Innocent

Dan Germain, head of brand and creative at Innocent Smoothies
Dan Germain, head of brand and creative at Innocent Smoothies

If the soft-drinks behemoth Coca-Cola were to turn juice and smoothie company Innocent into a mini-Coke “it wouldn’t work”. That’s according to Dan Germain, head of brand and creative at Innocent Smoothies.

Coca-Cola took full control of Innocent in 2013, but according to Germain the soft-drinks company gives Innocent full independence.

“We still run the business and that’s exactly how they want it,” said Germain. ...