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Innocent celebrate The Big Knit's 10th Birthday with new website

Innocent smoothies is to mark the 10th anniversary of its 'Big Knit' charity drive for Age UK with a new website.

Developed by creative agency Holler, the site uses interactive, multimedia storytelling to recount the history and success of the scheme, and enable people to get involved.

The Big Knit was devised to encourage customers to knit a tiny hat that will fit on top of a bottle of Innocent Smoothie. The hats will then be placed on top of 1 million bottles, with 25 pence going to Age UK for every one purchased.

The concept of knitted hats is a tribute to the work Age UK does to "help keep thousands of older people across the UK warm and healthy during the chilly winter months," according to The Big Knit website.

In the ten years since the scheme was launched, Innocent calculate that 4 million hatted smoothies have been sold, raising £1.3m for Age UK.