UK | This Christmas, Sainsbury's is donating over five million meals to families experiencing food poverty through its partnership with Comic Relief.
Throughout December, every penny from each pack 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.
Sainsbury's has expected 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 support those experiencing food poverty this winter. Customers can feel good knowing that picking up one of these festive treats will help spread some Christmas magic when shopping in-store or online.
Alongside purchasing mince pies, customers will be encouraged to get involved by donating to Comic Relief in various ways. They can make a difference by donating what they can at tills or online, rounding up their shop, or donating their points via the Nectar app.
Customers can also directly support their local community groups by giving grocery items at the donation points in Sainsbury's stores.
“While Christmas is a magical time filled with presents and food for many, 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,” said Ruth Cranston, Director of Corporate Responsibility and Sustainability at Sainsbury’s.
“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.”
Sainsbury's will also donate an extra £200,000 from the profits of its popular Nourish the Nation Christmas gifts and decorations to Comic Relief. All donations will be directed to food redistribution charity FareShare and organisations that help families experiencing food poverty.
"For millions of families 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,” said Samir Patel, CEO of Comic Relief.
“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.”
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.
