Ahhh. Those lovely chaps at Innocent have done such a good job of keeping it homespun that punters don't seem to have noticed that this is not, in fact, a two-bit commune making smoothies in a Cornwall shed, but an international business with sales of £170m. Take, for example, its first-ever agm, to which 100 of the company's supporters were invited. At the end of a Q&A session with Innocent's flowery-shirt-wearing founders, one of the delegates (who had baked some delicious cakes) asked with wonderful innocence: 'have you ever had to fire anyone?' Well, their name is Innocent, after all. But honestly, what kingdom of peace and brotherly love has this woman been living in?

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