The UK government spent £75 million on a healthy eating marketing campaign in 2009-2010. The UK smoothie market grew over 500% from 2006 to 2008, reaching £282 million, with Innocent holding 62% of the market. The UK fruit and health drink market grew to £2.92 billion in 2007 and continues growing each year, though more slowly. Spending on fresh fruits and vegetables in the UK increased 2.7% and 2.8% respectively last year, as environmental and social responsibility grows in importance. Innocent uses software-as-a-service to increase supply chain efficiency and communicates through YouTube, social media, its website, and premium pricing between £1.50-£2

1. Political
• £75 million spent on the healthy eating -
“change4life” – marketing campaign in 2009/2010
Economic
• UK smoothie market grew 513% between 2006 and
2008 to be worth £282 of which Innocent held around
a 62% share of.
• UK fruit and health drink market grew to £2.92 billion
in 2007 and continues to grow year on year although
at a decreasing rate.
Social/Environmental
Last year there was a 2.7% increase on the amount of
money spent on fresh fruit in the UK and a 2.8%
increase on the amount spent on fresh vegetables.
Increasing pressure to be socially and
environmentally responsible.
Technological
Increased supply chain efficiency through SaaS
(software-as-a-service)
All Directors interviews are on youtube in addition to
updates on Facebook,Twitter,Website.
Innocent’s external environment: pestle analysis
•Responses: Align advertisement with Gov. “5-a-day”
innitiative.
Responses: premium pricing strategy
Innocent recommend £2 for 1L or around
£1.50 for a small convenience bottle
Responses: 100% recyclable packaging, 10% profits goes
to charity, Fruit is transported by road or boat where
possible and Innocent encourage suppliers to endorse
the same values.