Innocent Smoothies

“The Threats-Opportunities-Weaknesses-Strengths (TOWS) Matrix is an important matching tool that helps managers develop four types of strategies: So Strategies, WO strategies, ST Strategies, and WT Strategies.Socio-cultural: The population of the 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 compared 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 innocents 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, fiber, 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."Full human-based GI tests conducted by Reading Scientific Services in May 2005 showed average scores in the 40s for Innocent Smoothies. Foods with scores below 55 are considered low GI food” (Innocent Drinks, 2005). The market share of the Innocent Smoothies has been increased at a tremendous 73% in 2005 outperforming all its competitors in 2005 according to the Britvic Soft Drinks Category Report 2006. The Company has remained innovative from the beginning, which is a key to its success. For example, the recent launch in 1-litre Tetra Pakcartons has generated some GBP30m revenue.