An emphasis on NPD helped Innocent crack the juices and smoothie market in 2017

innocent

Last year’s ranking: 30

Sales: £246.8m (+11.5%)

An emphasis on NPD helped Innocent crack the juices and smoothies market in 2017, ­taking an extra £25m to push Tropicana off the top spot. The vitamin-packed Innocent Super Juices made their debut in April, tapping growing consumer demand for ­functionality and health ­benefits. That’s not all. Next month will see Innocent square up to Alpro with the launch of a dairy alternatives range backed by a £4m marketing spend. Now those are some smooth moves.