Innocent Until Found Guilty.

There's a very interesting debate at the Innocent blog centred on their decision to trial their children's drinks at a few McDonald's outlets.

Their aim was to get McD children drinking more healthily and presumably to expand their distribution and increase their sales. But Innocent, despite now having a £75 million turnover, is clearly seen by some of its users as a small non-capitalist business and the reaction has been vehement.

Now, I really like their smoothies and their style and, I'll admit, I was a little disappointed when they started to move into TV advertising, but I don't know where I stand on what, after all, is a trial. I suspect it won't go any further as the potential for tainting their image (unfairly or not) becomes apparent but the debate has many takeaways - from the transparency of the Innocent founders, through the nature of sacred cows (no pun intended) and the double-edged sword of customer loyalty.

Read all about it here.