The concept is called Supergran and is all in aid of donating money to the charity Age Concern. Innocent say:
“It has begun. Supergran hats are on the shelves in EAT cafes across the land and in Sainsbury’s from Monday – they sure do look bonny. We’re on target to get 220,000 hats in the UK, which shatters the 180,000 we were originally after. And that’s all thanks to you. Really. Without wanting to come over all gushy, if we sell 220,000 behatted bottles, that means a donation of a whopping £110,000 towards keeping older people warm this winter (via the good people at Age Concern).