Why Is Innocent Clowning Around?

Let's face it if we were talking about any other brand linking up with McDonalds, we'd simply say, 'good luck, you're certainly going to need it.'

Some fans of the Innocent association will probably look at Pret in America as proof that McDonalds can deliver when it wants. Others will talk about taking healthy smoothies to a wider audience whilst others might even suggest that the best way to influence the junk food giant is from within.

The problem is that even with a £80m + turnover, Innocent remains everyone's favourite discovery brand. They are that blue-eyed cheeky child in the family that just keeps surpassing your expectations.

The real issue is does a brand that has shaken hands Prime Minister Brown and won almost every single feel-good award under the sun really need to take such a calculated risk. Surely a brand like Innocent could pick any distribution route it wanted.

Is this simply a case of a two-fingered salute to Pepsico (& PJ's) to show once again who's top dog or just extreme inner confidence that they can curb the clown's excesses.

I do believe Innocent remain the most sincere brand in the marketplace yet at the same time can't help thinking that even their impeccable reputation may become tarnished from such an unsightly association