Innocent Drinks and Age UK encourage people to knit for 12th Big Knit Campaign

Innocent Drinks and Age UK have launched the 12th Big Knit campaign to raise awareness of the millions of older people who die each winter, because of the cold.

Each winter one older person dies every eight minutes because of the cold. The Big Knit has returned this year to encourage milliners of all ages across the UK, to knit miniature woolly hats for Innocent smoothie bottles.

Retired Stella Bernardi from Northamptonshire has made nearly 1,500 for this year’s campaign, while four-year-old Katherine Ebrey from Berkshire has created 15 hats with some help from her mum.

Each ‘be-hatted’ Innocent smoothie sold will see 25p donated to Age UK to help keep older people warm this winter through the implementation of local and national projects.

Brand Activation Manager at Innocent Drinks, Jamie Sterry commented: “The campaign started in 2003 and is now in its 12th year. In that first year we received just over 5,000 hats and last year we received just over a million hats.

“The passion and creativity that the public show when they get behind the campaign continues to amaze us and reading everyone’s letters when they send the hats in is an honour. That’s why we take the time to hand write back to everyone that knits us a little hat – we want to thank them for making The Big Knit amazing and for raising awareness and money for Age UK.”

Innocent was established thirteen years ago and is recognised as the UK’s number one smoothie brand, selling two million pure fruit smoothies every week, across 15,000 UK outlets.

The company now comprises of 250 people and has since expanded their range to include big cartons; juice for kids and veg pots, which are a range of quick and tasty meals.

As a business they work to make it easy for people do themselves good and leave the planet in a better state than when they found it. This is reflected in everything they do, including: sourcing fruit from places that go the extra mile and look after the people who work for them, and using green electricity at their London head office.

The company works to donate ten per cent of their profits to charity, including NGO’s working where their fruit is sourced. The Big Knit partnership is just one of the ways they do this.

This year's Big Knit has led to a new partnership with independent lifestyle retailer, Oliver Bonas who have partnered with Age UK and Innocent to help raise funds for older people this winter.

Commenting on the partnership with Oliver Bonas, head of fundraising at Age UK, Laurie Boult, said: “This unique partnership will help us reach new audiences and raise further awareness of our work and the issues affecting older people in winter. It will also help raise vital funds for our cause. The winter months can be really difficult for older people and too many die needlessly because of the cold each year, so we’re hugely grateful for Oliver Bonas’ support.”

Oliver Bonas will be selling an exclusive range of hand-knitted hats with £5 from each adult hat and £3 from each child’s hat being donated to Age UK.

The limited edition collection has been inspired by some of the best miniature woolly hats that have been knitted over the years. The collection includes hats that are designed for babies, children, women and men.

UK managing director at Innocent, Nick Canney, said: “Over the past 11 years the Big Knit campaign has raised over £1.7 million to help those who need it most, and it’s one of the things we’re most proud of at innocent. This year, we’re delighted to be teaming up with Oliver Bonas. Together we will raise lots more money and help raise awareness of the great work Age UK does.”

Participants are encouraged to send their knitted hats to Innocent or Age UK by 11 December, ready for them to start appearing in shops in February 2016.

For details on where to send them and for more information on the Big Knit, visit: http://www.thebigknit.co.uk/