4 Richard Reed has said ‘we do believe that Innocent has got a very strong set of principles that are non-negotiable’ (as quoted by Wray, 2004) and Adam Balon has said ‘at the root of it we’re just a bunch of people who make nice drinks and hope that anyone who buys them likes them’ (as quoted by The Times, 2002).

What other brands or companies can you think of that market themselves on a similar platform? What are the risks and rewards of doing this?