Coca-Cola Increases Stake in Smoothie Brand Innocent

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. Lots of brands claim to be number one… but can they prove it?At Euromonitor International, we help brands build trust through evidence-based research. Our claim validation service ensures your marketing messages are backed by real data. Stand out in a crowded market. Visit euromonitor.com/claims to learn more.