UK | Four major cities will become home to the first ever ‘Magical mince pie windows’, kicking off Sainsbury's mince pie December donation to Comic Relief.
In recognition of the Christmas table staple, every penny from each pack of Sainsbury’s and Free from classic mince pies, sold from now until the new year, will go towards helping families experiencing food poverty.
With support from Shirley Ballas to surprise and delight locals at the London launch, Sainsbury’s ‘Magical mince pie windows’ have been inspired by the ancient wine windows of Florence, in both design and with generosity at their heart.
“We know our customers love the chance to give back, and this Christmas, we’re making it easier than ever. Throughout December, every by Sainsbury’s and Free from classic mince pie purchased will help support those experiencing food poverty this winter,” said Ruth Cranston, Director of Corporate Responsibility and Sustainability at Sainsbury’s.
“Our ‘Magical mince pie windows’ offer a fun, festive way to enjoy a treat on us – with the option to donate £1 to Comic Relief if you’re able. This is all part of our mission to make good food accessible for everyone, and we’re thrilled to continue that work with our friends at Comic Relief.”
While picking up a mince pie and brew, visitors can donate to Comic Relief to further help Sainsbury’s on its mission to feed over five million families experiencing food poverty this winter.
With thousands of mince pies being handed out, Sainsbury’s polled the nation to reveal some stark differences in how Brits consume these treats. Four in ten preferred to nibble their way through, while half would eat theirs without topping. Over a third eat theirs with an accompaniment, cream being the most popular, followed by ice cream and brandy butter.
Meanwhile, one in ten enjoyed eating them in one bite, while one in 20 will dissect the pie, eating the filling first and pastry second.
On average, Brits will eat five mince pies between November and January, with a staggering 70 percent preferring to buy ready-made and only 17 percent opting to make their own.
“As the cost-of-living crisis deepens, countless families are still facing the heartbreaking reality of not being able to afford the essentials. So, to anyone able to spare a donation whilst enjoying their festive treat, thank you,” said Samir Patel, CEO of Comic Relief.
“Your kindness and generosity not only epitomises the festive spirit of the season, but it will make a world of difference in helping Comic Relief and Sainsbury’s provide urgent, nutritious food to families who need it the most this winter.”
Sainsbury's will also contribute an extra £200,000 from the profits of its popular Nourish the Nation Christmas gifts and decorations supporting Comic Relief. Customer donations will be directed to food redistribution charity FareShare and other food donation partners.
