Our Story

Adam, Rich and Jon set up innocent drinks from a market stall in 1999 and 15 years later sold it to Coca-Cola for north of $700m. When we were raising venture money everyone said no. Eventually one angel gave us a break as he believed in us and our concept. JamJar exists to do this for the next generation of entrepreneurs where we believe in both the team and idea. Our bottom line is we are entrepreneurs first and investors second. For the full story warts and all pick up the book.

Our Team


Richard Reed


Brand, brand, brand. Was the co-CEO of innocent who led on brand identity for 15 years. Came from advertising account handling at BMP. St John's College, Cambridge - Geography.


Katie Marraché (née Leviten)


Europe's youngest female VC Partner. Ex innocent commercial team, looked after James Caan’s consumer investments & launched HB Prime Advantage. Somerville College, Oxford - Human Sciences.


Jon Wright


Operations guru. Was the co-CEO and COO of innocent, behind much of the process and operations still in place there today. Ex Bain Consultancy. St John's College, Cambridge - Engineering.


Adam Balon


Mr Commercial. Was the innocent co-CEO & sales director who led the international expansion to exit. Ex McKinsey and former Virgin marketing manager. St John's College, Cambridge - Economics.


Kirsty Macdonald


Loves to analyse. Was at Unilever doing marketing and customer analytics for a host of well respected brands. Exeter College, Oxford - Economics & Management + LSE - Politics.


Camilla Ford

Operations Manager

Top notch organisational and research skills. She previously worked at Bondy Consulting and Knight Frank. Durham Uni - Modern Languages (French and Italian).


Ella Wales Bonner


Marketeer by trade. Previously worked in marketing at M&C Saatchi with brands including Coca-Cola and Samsung. Sheffield University – History.


Lucy Paget


Multitasker by nature and gets the job done. She previously worked at Numis Securities and Greenwood Distillers. Manchester Met – Marketing Management.


Tom Burkinshaw

Finance Director

Finance, funds and maths whizz. Was at ICG and RIT working across private equity funds and alternative investments. Selwyn College, Cambridge - Mathematics + LBS - EMBA.


Victoria Imerelli


Loves trying out new brands. Previously in operations and editorial at The Business of Fashion. LSE - International Relations.


Sophie Bunting

EA and Office Manager

Seamless organisational skills and can juggle a thousand things at once, always with a smile on her face. She previously worked at a Private Family Office. Newcastle – Politics.

Our Approach

There are 6 areas where you can benefit from working with us, all beginning with the letter C. It is as much about you choosing us, as us selecting you. You can benefit from our experience, avoid our mistakes and hopefully enjoy the ride.


We understand how to develop brands that connect with consumers and win their loyalty.


We know how to manage and harness the power of creativity to serve a commercial agenda.


We can help you structure your business and deals to keep more of the value you create for yourself.


We have been through the different stages of growth, so can help with all decisions you’ll face.


We are happy to lead and/or invest alongside others, meaning you can have everyone you want involved.


You can confide in us, we will always be in your corner so can be your first phone call whenever you need support or advice.