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We're working with innocent to combat loneliness.

Since 2003 Age UK and innocent's iconic partnership, The Big Knit, has raised over £2 million for national and local services that combat loneliness.

Age UK and innocent's award-winning corporate partnership sees the nation knitting millions of hats every year and raising millions of pounds too.

Each little hat 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 for innocent whilst allowing the public to get crafty and do good!

The money raised from The Big Knit funds vital national and local Age UK services that combat loneliness, in particular keeping older people warm and well in winter.

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

Since its humble beginnings, The Big Knit had raised over £2 million for Age UK, won numerous sector awards and knitted around 8,000,000 hats!

The difference this partnership makes

The Big Knit campaign couldn't happen without the support of thousands of amazing people across the UK who take part and knit woolly hats to adorn innocent smoothies each year.

Douglas Lamont | CEO, 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.

Sim Viney | 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: Apr 06 2020

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