Innocent Drinks was born when three disgruntled college friends, eager to step outside the rat race, joined together to start their own business.
While their motivation may have been compelling, the actual prospect of giving up “proper� jobs to make juice was daunting.
To validate their idea, the three friends embarked on a unique form of product concept testing. The test site was a London music festival, and the stimuli ÂŁ500 worth of fruit.
Garbage cans were marked “Yes� and “No,� and a handwritten sign read: “Do you think we should give up our jobs to make these smoothies?� By the end of the day the “Yes� bin was overflowing with empties.
The following day the founders quit their jobs to start Innocent Drinks.
Photo by Innocent Drinks.
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