Just over three years ago, when Innocent was taking London by storm with its smoothies, Richard Reed – a man who left a career in advertising to make drinks out of fruit – was knocking back takeover approaches from people who wanted a share in one of Britain’s hippest small businesses.

Today, as Innocent’s smoothies turn out to be one of the so-called “discretionary items” that people are cutting back on to save money, they are ready for a little financial help.