Sainsbury’s partners with Comic Relief to address food poverty.
- Sales of traditional and FreeFrom Mince Pies to aid meal donations.
- 10p donation from festive sandwich sales supports the initiative.
- Over one million mince pie packs expected to be sold this December.
- Ruth Cranston emphasizes the importance of holiday giving.
Sainsbury’s, in collaboration with Comic Relief, has launched a significant initiative aimed at combatting food poverty across the UK this winter. The leading supermarket chain plans to donate over five million meals through the sales of By Sainsbury’s Deep Filled Mince Pies and FreeFrom Mince Pies. This noble effort directly translates customer purchases into charitable contributions, making the holiday season more meaningful for those in need.
Throughout December, each purchase of the mince pies will contribute to the meal donations, with the supermarket projecting sales of over one million packs. This endeavor is part of a broader charitable initiative where, in addition to mince pies, Sainsbury’s will donate 10 pence to Comic Relief for every purchase from its 2024 festive sandwich range. The donations will continue until the end of the year, drawing on the spirit of giving that characterizes the Christmas period.
Ruth Cranston, the director of corporate responsibility and sustainability at Sainsbury’s, highlighted the disparity faced by families during the festive season. Cranston stated, “While for many, Christmas is a magical time filled with presents and food, we know that for those experiencing food poverty, this can be the hardest time of year.” She reiterated the notion that customer purchases could significantly change lives, noting the British fondness for mince pies and how it could be leveraged for a good cause.
This charitable campaign is not Sainsbury’s first endeavor with Comic Relief. Over the summer, the retailer donated £2.5 million, facilitating access to nutritious meals for children during school holidays. This history of partnership underscores a sustained commitment to tackling food poverty, encouraging customers to part-take in these efforts by rounding up purchases or donating reward points through the company’s app. Such collaborations highlight the effectiveness of corporate-community partnerships in addressing social issues.
Sainsbury’s innovative campaign exemplifies corporate responsibility in addressing food poverty during the festive season.
