Good Design that Tastes Good

I am sure I am not alone in my love affair for all things innocent. And no I am not talking about a possibly endearing character trait, but the rather scrumptious design from food and drink line innocent.

Now the design may be outrageously sweet but you can guarantee the food won't be. Oh no, this is a brand that prides itself on being packaged eye candy whilst perfectly balancing all things innocent for our insides.One tasty little Veg pot - the Moroccan pot being my personal favourite -washed down with a 250ml smoothie for your lunch, ensures you hit that all important 5-a-day target in one simple sitting.

For some food for thought whilst you chomp merrily away, the recycled cardboard sleeve provides some interesting reading material; including 101 things to do with your pot, how to make your very own veg pot gym for winter workouts and some additional serving suggestions too.

Innocent certainly do provide more than an apple a day to keep that doctor away; so committed are they to their 5-a-day campaign, that they have hit back at the Government's New Responsibility Deal just yesterday with their very own press release highlighting that by not including 5-a-day, they were missing the most important thing.

The company had in fact previously responded to the Government’s public health White Paper: Healthy Lives, Healthy People just last month with their very own colourful counterpart; the Orange Paper. Within this zesty covered Orange Paper, innocent recommended that:

• The Government makes healthier choices more affordable by exploring fiscal or public health interventions to make such food and drinks more accessible and affordable for

consumers

• The Government re-balances the messages aimed at children by maintaining stringent restrictions on the advertising of unhealthy food and drinks to children and ensuring that NGOs or those in the food industry that make healthier products do not fall foul of such restrictions

• The Government makes it easier for people to reach their 5-a-day by reviewing the scheme so that it includes composite foods such as soups and readymade meals that contain fruit or veg

• The media make better use of credible and qualified nutrition professionals to underpin their communications, by including more science and evidence-based reporting of nutrition or public health.

It is perhaps for this commitment that I will overlook that their deliciously designed recipe book contains the recipe 'grandmother's lemon merigue pie' as its most popular. Personally, I'm more preferable to a meringue pie, but each to their own as they say. Such a slight typo will most certainly not put a bitter taste in my mouth however for I am addicted to the brand and a fully fledged member of the innocent family.