innocent drinks, operating under Fresh Trading Limited and Innocent Limited, is a UK-based company and one of Europe’s leading smoothie and juice brands. Founded with the ambition to help people achieve healthy habits through accessible, tasty products, innocent drinks has become a significant player in the European beverage industry, now reporting annual sales over £400million and distributing products in 18 countries. The company is recognized for its commitment to social and environmental responsibility, being a certified B Corp since 2018 and contributing 10% of profits to charitable causes. Its approach to sustainability is holistic, encompassing not only health-focused products but also environmental initiatives such as using bottles made from at least 50% recycled plastic and lobbying for improved recycling infrastructure and deposit return schemes across Europe.
Within the EU, innocent drinks’ lobbying activity is directed towards several major policy areas, including the European Green Deal, Circular Economy Action Plan, Farm to Fork Strategy, and policies around nutrition, sugar regulation, and food supply chains. The company positions itself as an advocate for responsible business practices, sustainable packaging, corporate due diligence, and consumer empowerment in green transitions. These efforts are paralleled by grassroots programs and social initiatives to foster healthier lifestyles and support local communities.
innocent drinks is conscious about engaging transparently with EU institutions. It registered with the EU Transparency Register on March 23, 2023, outlining its lobbying targets and reporting its spending and activities as required. The company employs a limited, focused lobbying team and is also noted for its close working relationships with partners such as Neighbourly and The Felix Project, especially in campaigns related to sustainability and social betterment. As a B Corp, innocent drinks continues to champion both profit and purpose in all aspects of its operations, leveraging its influence to shape policies that align with its vision for a healthier, more sustainable food system in Europe
