Richard Reed founded ethical drinks company Innocent in 1999 with university friends Adam Balon and Jon Wright and proceeded to make fruit-based smoothies a smash hit in the UK. Now employing 200 people, the trio beat Gordon Ramsay and Simon Fuller to be named Greatest Britons 2007 in the business category of the prestigious awards show.

In a recent posting on Innocent’s website, Reed set out the company’s aims as being to “make the best tasting drinks possible; keep them 100% healthy and natural; procure the ingredients responsibly; make environmentally-conscious packaging choices(the world's first 100% recycled PET bottle is on its way, ETA June); measure, share and reduce carbon (on track for 15% reduction this year); and give a minimum of 10% of all profits to charity to fund rural development projects in the countries where the fruit comes from.”

Despite these admirable principles, the Innocent story has not been without controversy. The company has come in for vociferous online criticism from some of its loyal customer base over a trial of its children’s drinks in some branches of McDonalds. Pepsi reported Innocent to the Advertising Standards Authority for allegedly misleading customers with "nutritionally incorrect information'' about the amount of sugar contained in its new range of flavoured waters called “This Water”.

Katie quizzes Richard Reed about these issues, the company's green and ethical credentials and asks about the past present and future of Innocent.

Innocent website - www.innocentdrinks.co.uk

This Water website - www.thiswater.co.uk

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Innocent has lost its innocence