With 132,410 households currently homeless and living in temporary accommodation in England, IKEA, alongside charity partner Shelter, have launched the ‘Cake that Cares’ initiative to support Shelter’s emergency helpline service for those experiencing or at risk of homelessness.
As part of a ‘Cake that Cares’, IKEA will give £1.00 from every sale (until stocks last) of its newly launched limited-edition desserts: Sticky Toffee Cake (£3.50) in England, Wales and Scotland, and Salted Caramel Gateau (£3.50) in Northern Ireland and (€3.95) in Ireland. The money will directly help fund Shelter’s emergency helpline, which offers critical advice and support to those experiencing or at risk of homelessness. The helpline plays an essential role in supporting anyone who is at risk of homelessness, or currently homeless and living in temporary accommodation, to help them navigate their situation and advocate for them.
In addition to IKEA’s donation, Shelter will pay an equivalent amount from the cake sales made in Wales to Shelter Cymru and in Northern Ireland to Housing Rights.
Hiliary Jenkins, partnerships lead at IKEA UK and Ireland, said: “Thousands of families in England are facing homelessness, living in temporary accommodation, and for many, Shelter’s services are a lifeline when they have nowhere else to turn. No family should have to face the fear of homelessness alone. Through our ‘Cake that Cares’ initiative, we hope to shine a light on the realities these families face while offering meaningful support to our partners at Shelter to help make long-lasting change.”
Lauren Thompson, head of corporate partnerships at Shelter, said: “Every day, our frontline services hear from families who are stuck for months on end in cramped hostels and shoddy B&Bs. Others call us terrified about the prospect of spending yet another night in a flimsy tent or a freezing cold doorway. Our partnership with IKEA is crucial in helping us continue to offer advice and support the thousands of people across the country who don’t have a secure place to call home. The ‘Cake that Cares’ initiative will ensure we can continue providing vital support to those who need it most.”
This initiative builds on the long-standing partnership between IKEA and Shelter, which previously included the impactful ‘Unwelcome Home’ campaign that highlighted the harsh realities of life in temporary accommodation. As part of IKEA’s Better Neighbourhood Approach, the retailer is committed to driving meaningful, long-term strategic partnerships to drive lasting social change within the communities it serves. The ‘Cake that Cares’ initiative continues this mission by raising vital funds to help those most in need.
Shelter’s emergency helpline helps support families experiencing unfit or unsafe housing, and homelessness. To learn more, visit www.shelter.org.uk.
The limited-edition Sticky Toffee Cake will be available (until stocks last) in IKEA stores across England, Wales and Scotland from 3 November for £3.50. The Salted Caramel Gateau will also be available starting 3 November, priced at £3.50 in Northern Ireland and €3.95 in Ireland.
