So, Coca Cola buys into Innocent? I have heard the arguments by co-founder Richard Reid, and they are convincing from a business viewpoint. But from a point of view of brand values… what were they thinking? I am a great admirer of the way Innocent took a business view and communicated and represented a distinct set of brand values. As a branding specialist I could say it was the most important thing they have done. I look at that set of values; then I look at the values I associate with Coca Cola… and I bury my head in my hands. Is it worth the sense (unfounded as Reid protests) of disappointment and ‘betrayal’ many consumers may feel, for 30 million pieces of silver?