Thoughts from category: things we've made

the world's first head mounted iPhone App

Here's one last update on the AGM consumer cam before it launches as 'the world's first head mounted iPhone application' with a fanfare tomorrow morning. If only Tomorrow's World was still on the telly we'd be famous for something other than smoothies. Potentially.


What's it all about?

To mark our 3rd annual innocent AGM this Saturday May 22nd 2010 we have commissioned London design partnership RIG to create a 'consumer cam' which will record the day's events live from an attendee's head. This hat mounted live feed consists of an iPhone, hosting a bespoke app that takes photos every few minutes, elegantly sellotaped to a climbing helmet. These photos are then uploaded to the dedicated website which is fed by flickr and twitter and geo location updates live from the consumer cam for around 8 hours on the day of the AGM (10am-6pm).


Who's going to wear it?
In the full spirit of social media democracy, we invited our community of digital followers on twitter, facebook and those in the innocent family to apply to wear the hat on the day. Luke Wicker (@lukeandwilf) was chosen as the final winner to wear the camera with Jo Walters (@jowalters) acting as his understudy in case of illness.

How was it made?
The iPhone app automatically uploads geotagged photos to Flickr. A bespoke website then weaves these with messages from @innocentAGMcam on twitter to provide a single place for Luke's perspective on the event. The idea was worked up over a fry-up around the corner from the RIG studio from an original brief to ‘interpret the AGM from a consumers perspective along side innocents own’. The consumer cam was tinkered together over the space of 4 weeks in the RIG studio. Progress reports on it’s development can be found in the AGM category of innocent’s daily blog.

And here's what it currently looks like. Be sure to tune in between 10am to 6pm on Saturday (the actual AGM bit is from 12 noon to 4pm) or check back next week to view the full archive.

play fun games and win exciting prizes


We've just made a brand new website for kids celebrating the second lot of free magnets we're giving away in special packs. Some of you may remember our big game of consequences last year which we created to celebrate the first ever magnets. Well this year we listened to lost of feedback about what kids like and it quickly became clear it's all about games, games, games. And prizes for playing the games.

So we've made 6 great games presented by each of the members of the innocent kids gang; The Dude, Ed, Chef, Specs, Bounce and Nature Girl. Play them all here and look out for the new magnet designs in special packs of our innocent smoothies for kids in the shops now.







getting better all the time



The number of seasons (hello spring)

The number of elements (earth, wind, etc)

The number of meals in the day (breakfast, lunch, treats, dinner)

And the number of sustainable packaging criteria we use here at innocent.

When it comes to choosing suitable new 'housing' for our smootihes, these are the four things we care about most:

1. To use low carbon footprint formats wherever possible

2. To make our packaging as lightweight as possible

3. To make things out of either renewable or recycled materials

4. To make all our packaging widely recyclable.

Unfortunately it's often really hard to tick all four of these boxes.


Our big cartons do a great job in that we're ticking currently the first three boxes OK. However, there's still some room for improvement on the last one.

When we launched our big cartons, very few councils were recycling them at all.

The good news however is that little by little, these sort of cartons are becoming more recyclable. 86% of councils now collect cartons at recycling centres and one in five councils will collect kerbside (in other words, from your front doorstep). You can read more about it here.

In the same way we managed to get our little bottles to 100% recycled PET, it takes time and patience.

But little by little things improve.

We're still working on making our veg pots and squeezies packaging tick more of the boxes and will keep you posted on our progress right here.

recipe for love

Last year, we gave you love on a bottle.

Love on a bottle

(and we even tried to do a bit of matchmaking while we were at it).

The year before that, it was the all expenses spared photo love story


So this year to celebrate Valentines Day, we proudly present............the recipe for love.


Oh yes. Who'd have thought it'd be as simple as whacking some vanilla ice cream into a posh sundae glass and drizzling it with our special guest peaches and raspberries recipe?

Yep. Us neither.

So instead of spending all your hard earned cash on red roses, blue violets and foil wrapped chocolate hearts from the petrol station, why not stay in this Sunday and let the melba, moonlit and mood music work their magic.

rabbit food

This is not a post about detoxing. Repeat, this is not a post about detoxing.


We just wanted to make it clear that although the rabbits in our ads are asking about portions of fruit and what not, smoothies and fruit aren't actually very good for real life rabbits.

Leafy greens, grass and specially bought pellets are all fine. And the odd carrot treat is okay too. Smoothies and fruit just give them upset tummies which makes for unhappy hutches.


You might also be interested to note that rabbits produce two types of droppings. There are the hard dry pellets shaped like brown peas and there are also softer moist pellets that rabbits eat directly from their bottoms. These are an essential part of their diet. Allegedly.

There's more information here but essentially, keep the rabbit food for rabbits and the smoothies for you.

End of message.