Hello, we’re innocent, and we’re here to make it easy for people to do themselves some good (whilst making it taste nice too). We started innocent in 1999 after selling our smoothies at a music festival. We put up a big sign asking people if they thought we should give up our jobs to make smoothies, and put a bin saying ‘Yes’ and a bin saying ‘No” in front of the stall. Then we got people to vote with their empties. At the end of the weekend, the ‘Yes’ bin was full, so we resigned from our jobs the next day and got cracking. Since then we’ve started making juice, coconut water and kids’ stuff, in our quest to make the best natural, delicious, healthy drinks.

‘Being Sustainable’
Here at innocent, we want to leave things better than we find them. We know it sounds a bit airy-fairy, but we strive to do business in a more enlightened way. We want to take full responsibility for the impact of our business on society and the environment, and try to move our impacts from negative to neutral or (better still) positive. That’s why we have become a B-Corp in 2018, which is a group of businesses that want to be a force for good. Every employee at innocent gets inspired to contribute to that.

‘The Benelux Mission’
innocent is one of the fastest growing drinks brands in Europe. With offices in London, Paris, Munich, Amsterdam and many others, it’s our mission to become the world’s favorite little healthy drinks company. The Benelux region, which is managed through the Amsterdam office, has grown significantly over the last few years to be the nr 2 chilled juice and smoothie brand in both the Netherlands and Belgium. In order to support this growth and strengthen our Dutch business in the grocery channel, we are looking for an enthusiastic and action oriented:



You’ll be looking after our business with several customers (Superunie members) in the Dutch grocery sector. You’ll play a major role in driving our business forward and making innocent the key growth player in the Dutch chilled juice market. You will report directly to Brend Sieders, Sales Manager Grocery.


  • Managing and developing relationships with Superunie members;
  • Implementing annual sales plans;
  • Understands market dynamics, competitors’ businesses and intentions in customers.



  • Completed educational degree HBO/WO;
  • Some first experience (or an internship) in a commercial role in FMCG (preferably in sales, but this could be other departments as well);
  • You have some knowledge of the day to day working of Dutch grocery/retail accounts;
  • Existing relationships within Dutch Retail sector are a huge advantage;
  • You are a Dutch native speaker and have proficiency in English.


  • You have the ability to think strategically;
  • You have good negotiation skills, and the ability to be assertive and credible in front of buyers;
  • You are able to step outside the box and spot opportunities for growth through analysis of situation, competition and understanding customer’s needs;
  • You are self-organized, autonomous and able to set priorities and take daily business decisions by yourself;
  • A strong natural communicator who builds trusted relationships;
  • Add some flair, intelligence, humor and a sense of teamwork to the above, and there you have our perfect candidate.