Innocent marketing director Gareth Helm is leaving the company to set up his own marketing consultancy business.

Helm will leave the smoothie company in June after just over a year in the role to start up his new business, Monsters and Mermaids. He was responsible for overseeing Innocent's £4m campaign in January - its biggest spend to date.

"Gareth invested an enormous amount of energy and passion into his role and I wish him the best of luck," said Richard Reed, Innocent co-founder.

There are no plans to recruit a new marketing director and Innocent managing director Jamie Mitchell will take over responsibility for the marketing team, while Charlotte Rawlins, head of communications, will continue to head the internal creative agency and PR teams.