innocent deutschland

What innocent deutschland does

innocent deutschland (innocent Deutschland GmbH) is the German operating entity of the privately held, founder-owned innocent brand, which produces and distributes fruit- and vegetable-based beverages including smoothies, juices, coconut water, and immun shots. The German subsidiary is headquartered in Hamburg and sells through supermarket and grocery retail channels as part of a brand presence spanning more than 30 countries, serving health-conscious consumers seeking premium, minimally processed beverage options. The brand was founded in 1999 by three founders who began by selling smoothies at a music festival and has since scaled into a multinational FMCG business with 600+ employees globally.

The company is part of a vertically oriented operating model that combines in-house manufacturing with sustainability-led supply chain programs. Manufacturing is anchored by the Blender, a fully electric factory in Rotterdam that produces the brand's core portfolio, reducing reliance on third-party co-packers. Upstream, the Farmer Innovation Fund invests in agricultural innovation across fruit and vegetable supply chains, and the company partners with organisations such as Netzwerk Blühende Landschaft on biodiversity; downstream, the partnership with VLACE upcycles orange by-products into leather, extending the brand's circular-economy footprint beyond beverages.

innocent deutschland generates revenue through retail sales of premium-priced healthy beverages distributed via modern trade grocery channels, with pricing that reflects functional and sustainability positioning rather than commodity beverage benchmarks. The company pursues a brand-led, sustainability-positioned go-to-market strategy, evidenced by B Corp certification since 2018, the "10% of profits to good causes" giving model, and active advocacy that contributed to Germany's mandatory deposit (Einwegpfand) system on single-use beverage packaging. The combination of premium pricing, scaled retail distribution, and sustainability credentials forms the core of the commercial model.

Name

innocent deutschland

Legal name

innocent Deutschland GmbH

Website

https://innocentdrinks.de

Company type

Private

Founded year

1999

Operating status

Operating

Short description

innocent deutschland (innocent Deutschland GmbH) is the German subsidiary of the privately held innocent brand, producing and distributing premium fruit- and vegetable-based beverages including smoothies, juices, coconut water, and immun shots through grocery retail channels in Germany.

Ownership category

akta.pro rank

Product category

Cold-Pressed Fruit & Vegetable Beverages

NAICS

Soft Drink and Ice Manufacturing (31211), Beverage Manufacturing (3121)

SIC

Beverages (2080)

akta.pro primary industry

Refrigerated Juices & Smoothies (CRADACAL)

akta.pro secondary industries

Non-Carbonated Soft Drinks (Juice Drinks, Lemonades, Fruit Drinks) (CRADAHAB), Functional Shot Production (Wellness/Immunity/Focus Shots) (AFAFAFAI)

Keywords

• Fruit smoothies
• Vegetable juices
• Healthy beverages
• Coconut water
• Immun shots

Headquarters

HQ city

München

HQ country

Germany

HQ region

Europe

Offices14 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Others

Revenue model

1. Product Sales: innocent generates revenue through the sale of its portfolio of fruit and vegetable-based beverages including smoothies, juices, coconut water, and immun shots, sold through retail partners across over 30 countries.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

innocent deutschland produces and sells a portfolio of fruit and vegetable-based beverages — including smoothies, enhanced smoothies, creamy smoothies, direct juices, premium functional juices, coconut water, and concentrated immun shots — through retail grocery partners in the DACH region and across more than 30 countries. All products are made without added sugar and packaged in recyclable, deposit-bearing bottles. The company operates its own fully electric mixing and bottling plant ("the Blender") in Rotterdam.

Product overview

innocent deutschland is a B Corp-certified beverage company offering a portfolio of fruit and vegetable-based drinks. The product lineup centers on core offerings including Smoothies (made with whole fruit purées and pressed juices), Smoothie Plus (enhanced nutritional variants), Creamy Smoothies (cremier texture), Säfte (juices in multiple sizes), Direktsaft Plus (premium functional juices with health variants), Kokosnusswasser (coconut water), and Immun Shots (concentrated functional shots). The company emphasizes natural ingredients with no added sugar, fiber content in smoothies, and sustainable sourcing practices.

Differentiator

Problem solved

Functional benefit

Products and services

• Smoothies

Quantifiable outcome

• CO2 footprint reduced to 228,146 tonnes in 2022
• +4 more outcomes

Named customers4 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

13 partnerships are on record, tiered minor and core.

• DöhlerminorStrategic or Co-development Partner · 1 January 2022Döhler received support from innocent's Farmer Innovation Fund to analyze and reduce CO2 footprint in their apple and mango supply chain, working toward reducing emissions on at least half of their total production.
• Agrarias Manchegas (Spain)minorStrategic or Co-development Partner · 1 January 2022Spanish grape juice supplier run by Gonzalo, which has received funding from the Farmer Innovation Fund to purchase machinery (mulcher) and equipment (measurement stations) for sustainable agriculture.
• Frutilight (Costa Rica)minorStrategic or Co-development Partner · 1 January 2022Pineapple supplier in Costa Rica receiving Farmer Innovation Fund support for three CO2 reduction projects: nanofertilizer use, bamboo cultivation for carbon sequestration, and bamboo pallets replacing wood pallets for transport.
• Farmer Innovation Fund (Multiple Partners)coreStrategic or Co-development Partner · 1 January 2021innocent launched the Farmer Innovation Fund in 2021 as an annual fund to help suppliers transition to regenerative agriculture. Partners include: AgriSound (UK) for pollinator monitoring technology; EMBRAPA and Fundecitrus (Brazil) for orange tree carbon sequestration research; Döhler for CO2 footprint analysis in apple/mango supply chain; Agrarias Manchegas (Spain) for sustainable grape growing; Frutilight (Costa Rica) for pineapple sustainable farming with bamboo-based solutions.
• AgriSoundminorStrategic or Co-development Partner · 1 January 2021AgriSound received funding from innocent's Farmer Innovation Fund to deploy 'Poly Flowers' - technology that counts pollinators on farms and informs farmers about biodiversity improvement measures.
• EMBRAPA & Fundecitrus (Brazil)minorStrategic or Co-development Partner · 1 January 2021Brazilian agricultural research organizations receiving funding from the Farmer Innovation Fund to research how much CO2 orange trees and wild areas on farms can sequester. Initial measurements found one orange tree can store approximately 50kg of carbon.
• Netzwerk Blühende Landschaft (Germany)coreStrategic or Co-development Partner · 1 January 2020innocent partnered with the Network for Blooming Landscapes, managed by Mellifera e.V., to create butterfly-friendly habitats in Germany, Austria, and Switzerland. The partnership supported the creation of 365,682 m² of butterfly-friendly areas. The network provides expertise on pollinator-friendly plants and habitat management.
• VLACEminorStrategic or Co-development Partnerinnocent partnered with sneaker startup VLACE to create 'Fruity Kicks' - upcycled sneakers made from orange leather derived from innocent's orange pulp waste. The orange residues are dried, ground into powder, and sent to a vegan leather alternative company in Southern Italy. The resulting material (80% biopolymer from orange pulp, 20% GOTS-certified cotton) is used for the shoe upper. The project demonstrates circular economy innovation, achieving a CO2 footprint 6x lower than animal leather.
• SAI Platform (Farm Sustainability Assessment)coreStrategic or Co-development Partnerinnocent works with the Sustainable Agriculture Initiative Platform (SAI Platform), which has over 150 member companies. They use the Farm Sustainability Assessment (FSA) to verify that ingredients meet social, ecological, and economic sustainability standards. By 2021, 89% of innocent's ingredients had received this verification, with a goal of 100% by 2023.
• UK Plastics PactminorStrategic or Co-development Partnerinnocent is a founding member of the UK Plastics Pact, collaborating with other organizations to improve plastic packaging sustainability and recycling rates.
• Naturfreunde Salzburg (Austria)minorStrategic or Co-development PartnerNature Friends Salzburg lent their scythes for innocent's Munich team's volunteering day on butterfly meadow maintenance and provided ergonomic training on scythe use.
• Do NationminorOthersinnocent partnered with Do Nation, a B Corp partner organization, to provide tips and resources for consumers to make their daily habits more sustainable.
• Rainforest AllianceminorStrategic or Co-development PartnerWhen using certified fruit, innocent prefers Rainforest Alliance certified produce, as it meets FSA standards required by innocent for their ingredients.

Scale indicators13 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Bolthouse Farms (Campbell Soup): Bolthouse Farms is a US-based producer of smoothies, juices, and protein drinks owned by Campbell Soup. Comparable as a premium smoothies/juice brand with similar retail grocery distribution and health-positioning, but operating primarily in North America.
• Tropicana (PepsiCo): Tropicana is one of the world's largest juice brands, owned by PepsiCo. Directly comparable as a fruit-juice brand sold through refrigerated retail in Europe and beyond, but at much larger scale and as part of a broader PepsiCo beverage portfolio.
• Granini (Eckes-Granini): Eckes-Granini is one of Europe's largest fruit juice producers, marketing brands including Granini, Hohes C, and Joker. Comparable as a major DACH and European juice brand in the same retail channels but at significantly larger scale and across a broader juice portfolio.

Direct peers

• True Fruits: True Fruits is a German premium smoothies and cold-pressed juice brand sold through retail in Germany and DACH. Comparable as a directly competing premium smoothies brand in innocent's home DACH market with similar positioning.
• Pressed Juicery: Pressed Juicery is a US-based premium cold-pressed juice and smoothies chain/brand. Comparable as a premium health-positioned juice and smoothie brand with a strong sustainability narrative targeting health-conscious consumers.
• Naked Juice (PepsiCo): Naked Juice is a US-based smoothies and juice brand owned by PepsiCo. Closely comparable as a premium fruit-based smoothies/juices brand sold through retail, targeting health-conscious consumers — although distribution is concentrated in North America.
• Odwalla (The Coca-Cola Company): Odwalla is a US smoothies and juice brand owned by Coca-Cola, operating as a direct premium smoothie/juice competitor to innocent in North America with similar target customer and retail channel mix.
• Voelkel: Voelkel is a German family-owned organic juice and smoothie producer. Comparable as a DACH-region organic/natural juice and smoothies brand sold through organic and mainstream retail with similar health-and-sustainability positioning.

Regional players

• Bionade: Bionade is a German organic soft drink brand. Comparable as a German B Corp-adjacent beverage brand with strong sustainability and natural-ingredient positioning in DACH retail, though focused on fermented soft drinks rather than juice.
• Halewood International: Halewood International is a UK-based independent drinks producer with significant juice and soft drinks business. Comparable as an independent UK/European juice producer serving retail grocers with similar private-label and branded capabilities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/innocent
• Instagraminstagram.com/innocentdeutschland
• LinkedInlinkedin.com/company/innocent-deutschland-gmbh

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about innocent deutschland