Chilled juice bottles wearing hand-knitted hats for sale at 7-Eleven; proceeds to support charity
The little hats on the bottles are hand-knitted by innocent drinkers and fans from all over Europe.
As you walk into the nearest 7-Eleven store, your eyes might be drawn to a row of colourful hand-knitted hats. However, they are worn on bottles of chilled juice instead of heads.
This is part of chilled juice brand innocent drinks’ Big Knit campaign.
The campaign, which has been ongoing for the last 19 years, has raised €3 million (S$4.3 million) for charity with 9 million little knitted hats made.
The little hats on the bottles, which come in a variety of unique designs, are hand-knitted by innocent drinkers and fans from all over Europe.
The drinks are sold with the little hats, and a portion of the proceeds from the sale are donated to charity.
Continuing the tradition, the Big Knit campaign’s debut in Singapore is in support of Food from the Heart.
Food from the Heart’s mission is to alleviate hunger among the less fortunate, by contributing to healthier food rations for the beneficiaries to ensure food security.
The juice brand said that one in 10 Singaporeans have experienced food insecurity at least once in the last 12 months.
innocent drinks will donate 25 cents for every behatted bottle sold to Food from the Heart’s School Goodie Bag programme. According to the brand, proceeds will help to ensure reliable, consistent, and sustainable food support for underprivileged kids and their families.
The School Goodie Bag programme relies on cash donations to provide at least 15 types of healthier food options in each month’s food pack. These will “provide better nutrition for developing young minds during a key period.”
Each monthly School Goodie Bag costs $60 and supports a school-going child and family with a well-rounded diet.