cost around USD 2 billion in annual revenue, the chain states that stocking tobacco products is in conflict with its role as a healthcare company. The company also launched the quit smoking campaign #OneGoodReason on social media, and rebranded its corporate entity as CVS Health. FEATURED INNOVATIONS: SACRIFICING for the SELFTescoUK supermarket removes checkout candyIn May 2014, Tesco announced that it would remove candy from its checkouts by the end of December 2014. The policy will apply to all of its stores, and aims to help customers choose more healthy options. The UK supermarket's research showed that 65% of shoppers felt that moving candy to elsewhere with the store would encourage them to be more healthy. FEATURED INNOVATIONS: SACRIFICING for the SELFSubwaySandwich chain removes potentially harmful chemical from its bread in the USIn February 2014, Subway announced that it would remove the chemical azodicarbonamide from its bread products in the US, after a consumer petition raised over 60,000 signatures in a week. The chemical which lengthens the shelf life of bread is approved by the USDA and FDA, however is not allowed to be used in food products in Europe or Australia. Advocacy groups claimed that the chemical converted into carcinogens when baked.FEATURED INNOVATIONSSACRIFICING for SOCIETYSee how these brands are making sacrifices to reduce negative impacts on society. FEATURED INNOVATIONS: SACRIFICING FOR SOCIETYIntelChip maker stops using minerals from conflict zonesIn January 2014, multinational technology firm Intel stopped using materials from conflict zones to build its microprocessors. Minerals such as gold and tungsten are often mined in countries affected by armed struggles and human rights violations, such as the Democratic Republic of Congo. Intel has urged others in the technology industry to follow its lead by sourcing materials from conflict-free locations. FEATURED INNOVATIONS: SACRIFICING FOR SOCIETYGuinnessDrinks brand pulls out of NY's St. Patrick's Day parade over LGBT participation exclusionIn March 2014, Irish brewer Guinness announced it would not participate in New York Citys annual St. Patricks Day Parade because gay and lesbian groups were prohibited from carrying gay-friendly or LGBT identifying signs. The brand, one of the events biggest sponsors, withdrew support the day before the event after negotiations to reverse the exclusion policy failed. In September 2014, event organizers announced that an LGBT group would be allowed to march under their own banner in the 2015 parade. FEATURED INNOVATIONS: SACRIFICING FOR SOCIETYAppleCEO claims that consumer privacy is protected because company profits from device sales rather than advertisingA self-claimed BRAND SACRIFICE ;) Following public controversy over purported customer data security breaches, in September 2014 Tim Cook, Apple's CEO published an open letter to customers outlining the company's commitment to privacy. In the letter he stated: "Our business model is very straightforward: We sell great products. We dont build a profile based on your email content or web browsing habits to sell to advertisers. We dont 'monetize' the information you store on your iPhone or in iCloud. And we dont read your email or your messages to get information to market to you." The letter was widely interpreted to be a challenge to competitor