Here's what the tag says:
Every year, we ask the nation to knit little hats to go on our smoothies. For each behatted bottle sold, we (innocent and Sainsbury's) donate 50p to Age Concern.Age Concern is a charity that provides hot meals, blankets, and heating advice to "older people" who can't afford to heat their homes. Isn't that sweet? I'm getting all teary-eyed just thinking about it.