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Coca-Cola recently increased its stake in UK smoothie brand Innocent. This move was seen by some journalists as Innocent “selling out”; an attitude reflective of the fear Innocent’s reputation as a healthy fruit juice company will be spoiled by Coke. Jonas Feliciano, Beverages Industry Analyst at Euromonitor explains that the acquisition of brands such as Green & Black and Ben & Jerry’s did not affect their ethical practices, so this fear is likely unfounded.
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