We know we're not going to be winning any prizes for fancy writing with a sentence like that, but we like simple, and this purpose covers our three biggest beliefs when it comes to food - firstly that we should make food that tastes delicious and re-engages people with how wonderful natural, non-messed-around-with food can be; secondly, that our food should be genuinely healthy, made only from ingredients that are positively good for you, and, without putting too fine a point on it, help people live a bit longer. And thirdly that our food should be sustainable, so it is grown and made in a way that is environmentally and socially responsible and has a light ecological footprint, so it is better for the people involved in making it as well as for those people eating it.

And we hope that if we keep focussing on doing these things, and make decisions that are in the interests of our growers and our customers and the planet we live on, and resist the temptation to compromise, we can in our own small way help 'make business good' too.

Essentially, at the deepest level, innocent is about trying to prove that there is profit in ethics and doing the right thing.

Staying true to our purpose will give us the best shot at achieving our vision of innocent becoming



a company that makes delicious, healthy, natural, ethical food universally available for all. It's a big task - to do so we're up against the biggest food and drinks companies in the world who have billions of pounds of resources at their disposal. But never underestimate the power of a group of people who believe in what we're doing.

We have one core principle around which we make all our decisions:



The test being that when we’re all old and grey and sitting in our nursing homes, we want to be able to look back and be really proud of the business we all helped to create.
We have broken this down into five simple values, each reflecting what we are, how we do things, and where we increasingly want to be:


Be natural
We want to make 100% natural, delicious, healthy stuff, 100% of the time. For us, being natural is also about keeping it human and putting people first. We want to treat others, especially our drinkers, as we’d like to be treated ourselves.




Be entrepreneurial
innocent began as a small, entrepreneurial company, and nothing much has changed. We chase every opportunity and try to be as responsive as we can - to our consumers, our customers, and to opportunities in the market. We want to be creative and challenge the status quo. We want to do what we do better than anyone else, and have fun doing it.




Be responsible
It’s so important to us to be true to our principles, to keep our promises and to do what we believe is right. We have to be conscious of the consequences of our actions, in both the short and the long term. And we hope to leave things a little better than we find them, and to encourage others to join us too.




Be commercial
We are a commercial business and so creating growth and profit for us and our customers is central to what we do and why we are here. We need to be tough, but at the same time fair. We need to think clearly, act decisively and keep the main thing the main thing.




Be generous
With our feedback for others, with our time when coaching others, with rewards when people deliver, and with our charitable support. It’s that simple.