Coca-Cola recently increased its stake in UK smoothie brand Innocent. This move was seen by some journalists as Innocent "selling out"; an attitude reflective of the fear Innocent's reputation as a healthy fruit juice company will be spoiled by Coke. Jonas Feliciano, Beverages Industry Analyst at Euromonitor explains that the acquisition of brands such as Green & Black and Ben & Jerry's did not affect their ethical practices, so this fear is likely unfounded.
Introducing Opportunity Minded, a new series from Euromonitor International designed for forward-thinking business leaders like you. Each episode tackles a strategic approach or topic on corporate agendas. You’ll hear from our experts who share in
