Raunchy Reed shares his loss of innocence

Innocent Drinks’ Richard Reed – the sexiest man in branding if you ask certain Design Week hacks – had much of the audience swooning at last week’s launch of John Simmons’ book The Invisible Grail.

This Lancelot of organic fruit smoothies’ best moment, aside from mentioning his needlepoint fan mail from Devonshire ladies, was when he recounted overhearing a south London mum shout to her son, ‘Don’t eat that fucking apple, you won’t have room for your fucking chips’.

It was like hearing his calling.