UK beverage brand Innocent aims to raise over $1.5 million to help keep the elderly warm during the winter cold.
From their humble beginnings in 2003 when 20,000 hats were knitted to raise $16,000 for elderly service Age Concern, UK smoothie brand Innocent’s knitting initiative, The Big Knit, has found gradual but promising success. This year, The Big Knit aims to reach and break the $1.5 million mark as they aim to put over 650,000 hats on innocent bottles to help keep thousands of elderly folks across the UK warm and healthy during the cold winter months.
The bottle hats are hand-knitted by contributors from all over the UK and sold in Boots pharmacies and Sainsbury’s stores for 2 weeks. For every behatted bottle sold, $40 is donated to Age UK, formed from the union of Age Concern and Help the Aged. Facebook viewers are also invited to play The Big Knit’s hat tag game to win special prizes.