Sainsbury’s will donate “every penny” raised through sales of own-label mince pies during the festive period to Comic Relief.
Throughout December, the proceeds from sales of its own-label By Sainsbury’s Mince Pies and the free-from equivalent will be used to fund meal donations for people living in poverty around the UK, as part of Sainsbury’s long-running Nourish the Nation campaign.
The supermarket expects to sell more than one million packs of the mince pie lines either online or in stores during the month. It’s also offering customers the chance to donate to the cause separately at the tills and through Nectar points via the app.
“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,” said Ruth Cranston, Sainsbury’s director of corporate responsibility and sustainability.
“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 their festive treat is helping to make a real difference to those experiencing food poverty,” Cranston added.
Sainsbury’s has the goal of donating more than five million meals to undernourished communities this year through Nourish the Nation, launched in conjunction with Comic Relief.
All funds raised are passed to the food redistribution platform FareShare, as well as community organisations including local food hubs around the country.
Alongside the Christmas pie donations, Sainsbury’s will also donate 10p from the proceeds of any of its festive sandwich range sold between 28 October and 31 December. The supermarket will separately donate £200,000 to the cause, generated through the sale of its Christmas gifts and decorations range.
“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,” said Comic Relief CEO Samir Patel.
“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.”
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