Innocent’s “David vs Goliath” trademark battle reaches resolution

The owner of a vitamins company has backed down over its trademark dispute with Innocent Drinks and will discontinue operating under the “innocent” brand name.


The smoothie maker had been negotiating with Innocent Vitamins, an East-Grinstead based vitamins company founded by a single mum of two, to stop trading under the name “Innocent”, for the past six months.

Earlier this year, Innocent Drinks co-CEO, Richard Reed, said it was “not acceptable” to have a company use the “Innocent” brand name that his business had spent “12 years building up the ethos and goodwill” for. Customers had been in contact, confused about the vitamins range, he claimed.

Dawn Reid, Innocent Vitamins owner, said at the time that she did not accept that Innocent Vitamins breached the Innocent Drinks trademark or that customers would confuse their products. She added that the dispute was reminiscent of a match between “David and Goliath”.

The two companies have now reached an “amicable” commercial agreement that will see Innocent Vitamins rebranded under a new name. “Splitamins”, “Innovitive” and “V Vitamins” could succeed Innocent Vitamins as potential brand names and have been registered on the Intellectual Property Office’s trademark database.

Innocent Drinks’ Richard Reed says: “We have reached an amicable resolution that works for both parties. We hope they continue to do what they do best – selling vitamins.”

Dawn Reid says: “As far as we are concerned this matter is closed.”

Waitrose has stocked Innocent Vitamins since January this year, but a spokeswoman could not comment about whether the rebrand would affect the supplements’ placement in store.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here