Innocent Drinks founder plots UK-wide free outdoor art exhibition

Reed, who recently stepped down from the day-to-day running of the smoothie brand after selling up to Coca-Cola, is understood to be personally funding the project. It is expected to run in the autumn.

He has held exploratory talks with several parties, including outdoor-media company Clear Channel and Tate Modern, which is thought to be acting in an advisory capacity to Reed on which pieces of artwork to showcase.

Philanthropy has been a key element of Innocent’s positioning, with the brand pledging to donate 10% of its profits to charity through the Innocent Foundation.

This article was first published on marketingmagazine.co.uk