Reed also assured customers that Coke was committed to Innocent’s ethical ideals, and its promise to give 10% of profits to charity.

Note that it says “Profits” — http://www.guardian.co.uk/business/2013/feb/22/coca-cola-full-control-innocent | Had it said 10% of REVENUE that would be something to talk about; but since Coke is free to declare what Profit actually means… you get the picture