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Business Environment Analysis
Pages 6 (1506 words)
Innocent Smoothies is one of the leading fruit juices manufacturing company in UK. "Taste remains the company's number one priority. Innocent has won more taste test awards than its competitors, scooping Best UK Soft Drink in the Q Awards, the UK's principal food industry competition, every year since 2002." (Farr, 2006) "The Company sells 70,000 fresh, healthy drinks each day everywhere from Boots to Sainsbury's to a local deli.
Socio-cultural: The population of U.K is getting more conscious about the problems related to obesity and health. Any product having the health effecting ingredients can lead to the loss of market share.
The main strategy of the Innocent Smoothies is the manufacture of juices made with fresh, not concentrated juices. Hence the company uses the strategy of product differentiation. The company keeps on innovating new recipes fulfilling the demands of all ages from babies to youngsters and adults. The company has achieved a cutting edge as compare to other competitors by preserving the natural ingredients of the fruits in the smoothies. "Over-processed foods have higher GI ratings as they are more easily absorbed into the bloodstream, so innocent's refusal to use processed concentrates lowers GI scores further.
Professor Millward, a top government advisor on nutrition, states quite clearly that "innocent smoothies contain all the phytoprotectants, fibre, vitamins and minerals that are naturally found in fruit. They are an important part of a healthy dietary lifestyle, replacing both undesirable drinks, which are essentially nutrient free and snacks which increase intakes of fat and salt."
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