Innocent Ltd started with fruit smoothies, and diversified into other drinks. Look at what the company says on its website – www.innocentdrinks.co.uk – about ‘us’ and about ‘our ethics’. What ethical stance does this company take? In what ways do you think that this approach to ‘sustainable business’ will improve profitability? In what ways could this damage profitability? Are you more or less likely to buy their products, knowing what Innocent says about corporate social responsibility? In April 2009, Innocent sold a £30 million stake in the company to Coca-Cola, claiming that this would allow the company to ‘do more of what Innocent is here to do’. How does this link with Coca-Cola change your assessment of Innocent’s ethical stance? See Chapter 4 (Culture), where the influence of founders’ values on company culture, including Innocent Ltd, is explored.