Fruit pioneer diversifies into veg
INNOCENT – the UK beverage firm co-founded by Yorkshire entrepreneur Richard Reed – has branched out into food by launching a range of vegetable snack pots.
The company – famous for its fruit smoothies – has unveiled Innocent Veg Pots.
The range, which includes Thai coconut curry with soya beans, pak choi and wild rice, has gone on sale in Waitrose and Sainsbury’s.
Each Innocent Veg Pot provides three portions of vegetables and is being marketed as a quick and simple way to reach your recommended five portions of fruit and vegetables a day.
The co-founder of the company, Richard Reed, grew up near Huddersfield.
He launched the company nine years ago with two friends and created a concern with a multi-million pound turnover from an initial investment of just £500.
Earlier this year he told his inspirational tale to delegates at the Yorkshire International Business Convention (YIBC).
Mr Reed said: “Over two thirds of us aren’t hitting our five-a-day and we all struggle to find meals that are good to eat, but also healthy and quick. Veg pots are exactly the kind of thing that we’d want to eat, and we think that consumers will agree.
“We wanted something that tasted good but that was healthy and filling at the same time, something that wasn’t a hassle to prepare, something that we actually wanted to eat and that would help us meet our five a day.”
Innocent is based in London and employs 268 people.
