innocent drinks has bolstered its leadership team with the appointment of Sam Grant as its new Director of Marketing and Innovation.
Grant joins the business, taking on the reins from Kirsty Hunter, who has moved on to an exciting new role outside the company. Hunter has spent six years at innocent, where she has been the Director of Marketing and Innovation and a highly valued member of the leadership team. During her time, she has been instrumental in shaping the brand’s Fruiture strategy and setting a clear, purposeful direction that makes it easier for people to live well through the delicious goodness of fruit and veg.
Most recently, she has launched innocents new brand line, ‘fruit and veg forever’, along with a refreshed visual identity that celebrates the company’s mission to make it easier for people to live well through the delicious goodness of fruit and veg. This was brought to life through a pan- European marketing campaign, which the brand launched last month.
Grant arrives at Fruit Towers with a pedigree in high‑growth consumer brands. A seasoned marketing leader, his career includes nine years within the Coca‑Cola system and a successful term as CMO of Samsung. Most recently, he served as Global CMO at SodaStream, where he played a key role in achieving the brand’s highest ever levels of awareness and consideration.
Speaking on the appointment, Nick Canney, CEO at innocent drinks, said: “We are thrilled to welcome Sam to the leadership team; he brings an exceptional blend of industry and go‑to‑market expertise.
Beyond his impressive track record, Sam shares a deep, authentic commitment to the values that define innocent. His leadership will be important as we accelerate our Fruiture strategy and push toward our mission of delivering a billion more portions of fruit and veg to our drinkers.”
Sam Grant, Marketing and Innovation Director at innocent drinks, said: “I’m really pleased to be joining innocent.
"It’s a brand I’ve respected for a long time, not just for the work, but for the people and the genuine sense of purpose that sits behind everything it does. I’m looking forward to working closely with the team, building on the great foundations already in place, and helping us reach even more drinkers with products that make it easier to live well through the goodness of fruit and veg.”