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When three university friends – Adam Balon, Richard Reed and Jon Wright – opened a smoothie stall at a local jazz festival, they asked the music fans to vote on whether or not they should give up their day jobs and sell the drinks full-time.

The response was overwhelmingly positive. After resigning from their jobs the next day, Innocent Drinks was born.

A decade later, Innocent was turning over more than £100m. It is now majority owned by Coca-Cola.

As Innocent’s Richard Reed says:

“What itch are you scratching for your customer? What problem are you solving for them?”

 Innocent | www.innocentdrinks.co.uk