We've always found that there's something about modern living that makes it hard to be healthy. That's why we gave up our jobs over five years ago and started making innocent smoothies. The idea was to make it easy for people to do themselves some good. And to make it taste nice too. We wanted people to think of innocent drinks as their one healthy habit; like going to the gym, but without the communal shower afterwards
We call them innocent because our drinks are always completely pure, fresh and unadulterated. Anything you ever find in an innocent bottle will always be 100% natural and delicious -and if it isn't, get on the banana phone and make us beg for forgiveness.
In fact, being accountable to our customers is something that is in our blood. In the summer of 1998 when we had developed our first smoothie recipes but were still nervous about giving up our proper jobs, we bought £500 worth of fruit, turned it into smoothies and sold them from a stall at a little music festival in London. We put up a big sign saying 'Do you think we should give up our jobs to make these smoothies?' and put out a bin saying 'YES' and a bin saying 'NO' and asked people to put the empty bottle in the right bin. At the end of the weekend the 'YES' bin was full so we went in the next day and resigned.
Then we had to find a home. And that's when we stumbled across the perfect place - Fruit Towers. It's a lovely little place, somewhere that we can call our own and where everybody's welcome. You'll find Fruit Towers in Shepherds Bush, so do pop by if you're ever in the area.
It all sounds a bit Miss World, but we want to leave things a little bit better than we find them. Our strategy for doing so is simple - firstly, only ever make 100% natural products that are 100% good for people. Secondly, procure our ingredients ethically. Thirdly, use ecologically sound packaging materials. Fourthly, reduce and offset our carbon emissions across our entire business system. Fifthly, lead by example at Fruit Towers by doing good things. And finally, give 10% of our profits each year to charities in the countries where our fruit comes from.

Procuring Fairly

We want the fruit we buy to come from plantations that respect and enhance local human, social and environmental rights. We hopefully achieve this by;
1. Having zero tolerance on the basics - we only procure fruit from suppliers who sign up to the minimum standards set out by the International Labour Organisation. Our fruit suppliers know that if they're not signed up to the ILO, we simply won't trade with them.
2. Paying extra for ethics - we favour suppliers approved by independent environmental and social auditors, and we pay a premium for fruit from farms