This Christmas, Sainsbury’s is donating over five million meals to families experiencing food poverty through its partnership with Comic Relief and wants customers to show their support simply by purchasing a pack of mince pies during their festive shop.
Throughout December, every penny from each pack of the by Sainsbury’s and Free from classic mince pies sold will be donated to Comic Relief to help Sainsbury’s donate over 5 million meals 1.
Sainsbury’s expects to see over one million of these mince pie packs flying off the shelves over the month, and for the first time, every sale will be supporting those experiencing food poverty this winter. When shopping in store or online, customers can feel good knowing that picking up one of these festive treats will help to spread a little bit of Christmas magic.
Alongside purchasing mince pies, customers will be encouraged to get involved by donating to Comic Relief in a variety of ways. Customers can make a difference by donating what they can at tills or online, rounding up their shop, or donating their points via the Nectar app2. Customers can also directly support their local community groups by giving grocery items at the donation points at the front of Sainsbury’s stores.
Ruth Cranston, director of corporate responsibility and sustainability at Sainsbury’s, said: “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. Giving is at the heart of Christmas for our customers, and that’s why we’re committed to working together with them and Comic Relief to help donate over five million meals and help make good food accessible for all. With mince pies as an all-time British festive favourite, customers will be able to enjoy them even more this year knowing that their festive treat is helping to make a real difference to those experiencing food poverty.”
Samir Patel, CEO of Comic Relief, said: “For millions of families who are already facing impossible choices to get by, the cold winter months ahead bring fear and worry during a cost-of-living crisis. As we head into the toughest months of the year, addressing food poverty is now more urgent than ever. We’re extremely grateful to Sainsbury’s and its customers for their ongoing support in helping to provide essential food to those in greatest need this Christmas through the Nourish the Nation programme.”
Alongside this, from today until December 31st, for every purchase of a festive sandwich, 10 pence will be donated to Comic Relief3. And from Wednesday until 24th December, Sainsbury’s will also donate an extra £200,000 from the profits of its popular Nourish the Nation Christmas gifts and decorations supporting Comic Relief.
All donations will be directed to food redistribution charity FareShare, as well as organisations who are helping families experiencing food poverty get improved access to nutritious and balanced food. These organisations offer vital support whilst also helping to tackle food waste across the UK.
Through Sainsbury’s and Comic Relief’s Nourish the Nation programme, Sainsbury’s support will help to provide over five million meals to families experiencing food poverty this winter. This follows Sainsbury’s recent £2.7 million donation which is helping to provide over one million meals to support children experiencing food poverty during the school holidays.
