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Since 2003, innocent drinks has been running the Big Knit in partnership with Age UK, asking the country's crafters to knit little hats for the tops of innocent smoothie bottles. Every hat knitted raises 25p to help Age UK be there for older people when they need us most. 

Since the campaign’s humble beginnings, together we have raised more than £3 million, won numerous sector awards and knitted over 10 million hats.

Each little hat, knitted individually by knitters up and down the country, is placed on an innocent smoothie bottle and sold in supermarkets across the country. For each be-hatted smoothie sold, Age UK receives 25p.

This unique and mutually beneficial partnership has helped Age UK engage with new audiences and drive sales and brand recognition for innocent whilst allowing the public to get crafty and do good!

The money raised from the innocent Big Knit funds vital national and local Age UK services and support for older people.

The innocent Big Knit also brings communities together; hundreds of knitting groups are held up and down the country for people to get involved, share patterns and have a cup of tea or two!

The innocent Big Knit campaign is something we are extremely proud of. It has been wonderful to work with Age UK to create such a long standing and impactful partnership over the past 20 years, and is a great testament to the power of brands working with charities to make a real difference. Thank you to everyone who has been involved, from our volunteers to the knitters across the country.

Sam Akinluyi | UK&I Managing Director, innocent drinks

We have had such great support for The Big Knit over the years. We're massively grateful to everyone who joins in and helps make [the] campaign a huge success.

Charlie Swinburn | Brand Manager, innocent drinks

To find out about working together give our Corporate Partnerships team a call on 020 303 31356 or email us at

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Last updated: Aug 09 2023

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