innocent drinks has appointed former SodaStream global chief marketing officer Sam Grant as its new director of marketing and innovation.

Grant takes over from Kirsty Hunter, who has left the smoothie and juice brand after six years to take on a new role outside the business.

During her time at Innocent, Hunter helped shape the brand’s Fruiture strategy and played a key role in setting its direction around making it easier for consumers to live well through fruit and veg.

Most recently, she led the launch of Innocent’s new brand line, “fruit and veg forever”, alongside a refreshed visual identity and a pan-European marketing campaign, which went live last month.

Grant joins Innocent with experience across several major consumer brands, including nine years within the Coca-Cola system and a stint as CMO of Samsung.

Most recently, he served as global CMO at SodaStream, where Innocent said he helped the brand reach its highest ever levels of awareness and consideration.

Innocent chief executive Nick Canney 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.”

Grant 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.”