Congragulations to the guys in innocent with the announcement of their second village fete, it’s an excellent concept and one that really strengthens the innocent brand. I wouldn’t be surprised to see something akin to the Regents park event cropping up on these shores within the next couple of years.

Ecover, Puffin Books, Yorkshire Tea, Lonely Planet, Good Energy, Origins and Hunter are just some of the brands who have signed up to attend the innocent village fete this summer.

Now in its second year, the innocent village fete will be returning to London’s Regent’s Park on 2 and 3 August And once again, both Sledge, the experiential agency behind the fete, and innocent are keen to offer visitors a truly unique experience

Ian Irving, sales and marketing director at Sledge, said: “We’re working with brands that share innocent’s values and ethos to ensure that visitors enjoy a really interactive experience.

“Hunter, for example, will be using its famous Wellington boots to create a ‘welly coconut shy’, and the new ’spoken word’ area sponsored by publishers 4th Estate, will be home to all sorts of spoken performances including poetry and book slams, word comedy, interactive word play and open mic sessions for fete goers”.

“We’re really excited about this year’s fete,” said Charlotte Rawlins, head of communications at innocent.

“Over 50,000 people enjoyed a family day out with us in the sunshine last year with traditional fete pursuits like ferret racing, dog agility and duck herding proving especially popular.

“The idea behind the fete was to bring a little bit of summer countryside to the heart of London and we’re building on last year’s success to make this year’s fete even better”.

The innocent village fete will also host a huge farmers’ market with stalls from Borough Market and live music from artists including The James Taylor Quartet, Earl Okin, Imelda May, The Faireys Band, The Ukulele Orchestra, Christian Prommer’s Drumlesson, The Boy Least Likely To, Peter and The Wolf, Son Of Dave, James Yuill and many more.

Visitors will be able to enjoy music from the Acoustic Bandstand and practise their dancing in the Al Fresco Ballroom alongside Cut a Shine and The London Swing Dance Society.

There’ll be loads of stuff for kids (including a dedicated kids’ area with kids food stalls, rides and a petting zoo), as well as a picnic area, knitting tent, arts and crafts, massages, vegetable tent, cake tent hosted by the Women’s Institute and, of course, lots of smoothies to taste.

The innocent village fete is a non-profit-making event that supports Wellchild, Friends of the Earth and Samaritans.

Tickets are GBP7.50 for adults and GBP3.50 for kids (plus GBP1.50 adult booking fee/GBP1 kids booking fee) and will be available via Ticketmaster.