The Innocent Foundation

Quick Stats

• Annual Giving: £900,000 (minimum £950,000 commitment since 2013)
• Success Rate: Not publicly available (invitation-only since recent strategic shift)
• Decision Time: Not specified
• Grant Range: £30,000 - £150,000 per year (typically £30,000-£50,000)
• Geographic Focus: International - countries rated “alarming” or “serious” on Global Hunger Index
• Total Impact: £10+ million distributed to 96 projects in 46 countries since 2004

Contact Details

Website: www.innocentfoundation.org

Email: hello@innocentfoundation.org

Phone: 020 3235 0352

Address: 342 Ladbroke Grove, London, W10 5BU

Registered Charity: 1104289 (England and Wales)

Company Number: 05054312

Social Media: @innocentfdn (Twitter), Innocent Foundation (LinkedIn)

IMPORTANT NOTE: The foundation now operates on an invitation-only basis and does not accept unsolicited applications.

Overview

Founded in 2004 by Innocent Drinks co-founders, The Innocent Foundation represents the company's founding commitment to donate 10% of profits to charitable causes. Since 2013, Innocent has committed to giving at least £950,000 annually to the foundation, even in years without profit. With over £10 million distributed to 96 projects across 46 countries, the foundation has supported more than 2 million people. The foundation recently entered a “new phase” with a dramatically narrowed focus: preventing malnutrition in children and infants, specifically through promoting Small Quantity Lipid-based Nutrient Supplements (SQ-LNS) as a “gamechanger” solution. This strategic shift has transformed their grantmaking model from open applications to invitation-only partnerships, reflecting a more targeted, evidence-based approach to achieving measurable impact on child malnutrition globally.

Funding Priorities

Current Strategic Focus

The foundation's mission has narrowed to one singular goal: preventing acute malnutrition in children and infants. With 45 million children worldwide affected by acute malnutrition, the foundation specifically champions Small Quantity Lipid-based Nutrient Supplements (SQ-LNS) as a preventive solution rather than focusing solely on treatment.

Grant Programs

Core Grant Support: £30,000 - £50,000 per year for up to three years

Exceptional Circumstances: Up to £150,000 per year

Funding Flexibility: Happy to fund up to 100% of costs or co-fund

Funding Stages Previously Supported:

• Proof of Concept: Taking risks on ideas with limited evidence
• Test and Transition: Evidence-gathering phase
• Scale Up: Projects with rigorous evidence and significant growth potential

Priority Areas (Historical - Prior to Invitation-Only Model)

The foundation previously looked for:

• Geographic Focus: Countries rated “alarming” or “serious” on the Global Hunger Index
• Root Causes: Projects addressing underlying causes of hunger (not just symptoms)
• Climate Resilience: Ideas helping families adapt to climate change impacts
• Innovation: Novel approaches or better delivery of proven solutions
• Scalability: Ideas with potential to expand from pilot to regional/national implementation
• Sustainable Farming: Environmentally friendly agricultural techniques
• Evidence-Based: Strong measurement and evaluation frameworks

What They Don't Fund

Specific exclusions were not detailed in available materials, but the foundation's narrow focus on child malnutrition prevention means projects outside this scope would not be considered.

Eligible Organizations

Legally incorporated not-for-profits including charities, community-based organisations, social enterprises, and universities.

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Governance and Leadership

Board of Trustees

• Adam Balon - Appointed 2004, Co-founder of Innocent Drinks Ltd
• Jonathan Wright - Appointed 2004, Co-founder of Innocent Drinks Ltd
• Camilla Knox Clarke - Appointed 2019, CEO
• Christina Archer - Appointed 2012, Senior Buyer
• Nicholas Milton Canney - Appointed 2022, CEO

Management Structure

The Board delegates day-to-day management to the Foundation Director (Amy Recknell), supported by a Grant Portfolio Manager and Senior Development Manager. The foundation employs a unique volunteer model using “Guardians” - Innocent Drinks employees who volunteer their time to work with charity partners.

Leadership Philosophy

The foundation seeks “visionary people and organisations who are tackling hunger in simple, smart and sometimes radical ways” and provides them with the funding and support needed to scale their impact.

Application Process and Timeline

Current Application Status

IMPORTANT: As of their recent strategic shift, The Innocent Foundation operates on an invitation-only basis. They self-select grantees and no longer accept unsolicited proposals.

Grantseekers with general questions are directed to contact Innocent Drinks through their main website contact page.

Historical Application Process (No Longer Active)

Previously, applications followed a two-stage process:

• Project goals and objectives
• Target population details
• Methodology
• Expected outcomes
• Organizational registration details
• Financial statements (past few years)
• Detailed project budget

Decision Timeline

Specific decision timelines are not publicly available.

Success Rates

Not publicly disclosed. Historical data indicates approximately 20 new grants per year with average grant size of £30,000, suggesting highly competitive selection.

Reapplication Policy

No specific reapplication policy is publicly available. Given the invitation-only model, traditional reapplication processes no longer apply.

Application Success Factors

What Made Applications Stand Out (Historical Guidance)

1. Strong Alignment with Foundation Mission

• Demonstrated deep understanding of the foundation's focus on hunger and climate resilience
• Clear articulation of how the project addressed root causes, not just symptoms
• Use of the Global Hunger Index framework to demonstrate need

2. Evidence-Based Approach

• Clear metrics for success and measurement plans
• Data substantiating claims about potential impact
• Research-backed methodologies

3. Innovation with Scalability

• Novel approaches or improved delivery of proven solutions
• Clear pathway from pilot to wider implementation
• Potential for regional or national expansion

4. Stakeholder Engagement

• Community involvement in project planning
• Beneficiary testimonials and involvement
• Collaborative approaches with local partners

5. Climate Change Integration

• Projects that helped families build resilience to climate impacts
• Sustainable and environmentally friendly approaches
• Long-term adaptation strategies

6. The Human Element

• Personal stories from beneficiaries
• Emotional connection demonstrating real-world impact
• Clear communication of who would benefit and how

Example Funded Projects

• Action Against Hunger (Mali): £900,000 over 2014-2018 for research study on malnutrition reduction, used to advocate for global policy change
• East Africa Sustainable Farming Initiative: Training programs on sustainable farming techniques to increase yields while minimizing environmental impact
• Past Grantees: Renewable World, myAgro, KickStart International, Send a Cow, Aga Khan Foundation

Key Takeaways for Grant Writers

• Invitation-Only Status: The foundation no longer accepts unsolicited applications. They now self-select partners aligned with their narrow focus on child malnutrition prevention through SQ-LNS supplementation.

• Strategic Shift: The foundation has moved from broad hunger relief to a laser focus on preventing (not treating) malnutrition in children and infants, specifically championing Small Quantity Lipid-based Nutrient Supplements.

• Evidence Matters: The foundation values rigorous research and measurable outcomes. The £900,000 Mali grant demonstrates their willingness to fund substantial research that can influence global policy.

• Long-Term Partnerships: Multi-year funding (up to 3 years) indicates preference for sustained relationships over one-off projects.

• 100% Funding Available: Willingness to fund entire project costs removes a common barrier for smaller organizations without significant co-funding sources.

• Global Hunger Index Framework: Understanding and using this framework demonstrates alignment with how the foundation identifies priority geographies.

• Scale and Innovation: The foundation takes calculated risks on innovative approaches with potential for significant scale, from proof-of-concept through expansion.

References

1. The Innocent Foundation Official Website - www.innocentfoundation.org
2. UK Charity Commission Register - Charity Number 1104289, https://register-of-charities.charitycommission.gov.uk/charity-details/?regid=1104289
3. “How the Innocent Foundation is Fighting Global Hunger” - fundsforNGOs, https://www2.fundsforngos.org/donor-agencies/how-the-innocent-foundation-is-fighting-global-hunger/
4. "Steps to Apply for The Innocent Foundation's Grants to Fight Global Hunger" - fundsforNGOs, https://www2.fundsforngos.org/articles/steps-to-apply-for-the-innocent-foundations-grants-to-fight-global-hunger/
5. “Grants from Innocent Foundation” - TripleFunds, https://triple-funds.com/tf-entry/funding-from-innocent-foundation/
6. “New funding from the innocent foundation” - Action Against Hunger, https://www.actionagainsthunger.org.uk/press-releases/funding-from-the-innocent-foundation-will-help-us-unlock-our-vision
7. Innocent Foundation - Inside Philanthropy, https://www.insidephilanthropy.com/find-a-grant/grants-i/innocent-foundation
8. “Things we do for people” - Innocent Drinks UK, https://www.innocentdrinks.co.uk/things-we-do-for-people
9. “Innocent ad campaign to focus on 10% of profits given to charity” - The Grocer, https://www.thegrocer.co.uk/innocent-ad-campaign-to-focus-on-10-of-profits-given-to-charity/352508.article
10. The Innocent Foundation - Devex Organization Profile, https://www.devex.com/organizations/the-innocent-foundation-68206