Douglas is a powerful advocate for business as a force for good and purpose led growth. He joined Innocent Drinks in 2006 to put his career where his ideals were. Douglas became CEO in 2013.

Under his leadership the business has more than doubled, from £200m to £400m+ of turnover through rapid product innovation and geographic expansion. Innocent Drinks is now the leading chilled drinks brand in Europe. Success has come from staying true to Innocent’s purpose, vision and values enabling innocent to attract and retain the best talent across 17 countries, all while transitioning from a founder led business to a multi-national shareholder. Innocent Drinks certified as a B Corp officially in 2018 but has been one in spirit since Day 1.