Adam is the co-founder of innocent drinks, the number one smoothie brand in Europe. The business was started in May 1999 by Adam and two friends and has grown in just over 14 years to a turnover of £200m. Innocent now has over 64% market share in the UK and sells in 15 different countries across Europe, with its products available in every major chain, from Sainsbury’s to Boots to Starbucks. The innocent story shows that with a non-corporate attitude, a fantastic product and creative thinking it is possible to create a fast growing, profitable company that acts responsibly.
It was only a small step from DJ nights to becoming a business analyst at McKinsey, a big consultancy company. At McKinsey he learned a lot about, erm, analysing business. Then he moved to work at Virgin Cola, where he was the marketing manager. Adam found out quite a lot about the soft drinks business while he was doing this job. He left Virgin to start up innocent with his two friends Richard and Jon in 1998 and headed up the international business.
The innocent story shows that with a non-corporate attitude, a fantastic product and creative thinking it is possible to create a fast growing, profitable company that acts responsibly.
As well as co-founding Innocent, Adam is the co-founder of JamJar Investments alongside his innocent co-founders Rich and Jon. Having invested as an angel for 5 years in various consumer facing businesses at the early stages including Graze, PopChips and ToucanBox, JamJar was set up to continue to help entrepreneurs with B2C disruptive, scalable concepts make great things happen.