Sprouts group shot

Ella’s Kitchen has partnered with the charity Kids Company to open a quirky sprout-themed shop to help fund festive food parcels for disadvantaged children.

The ‘Give a Sprout’ pop-up opened in London’s Covent Garden today (2 December) and gives shoppers the chance to purchase six organic, handmade sprout characters in return for a small donation. Money exchanged for the novelty sprouts - which include Mary Sproutmas, Astro Sprout, and Sheriff Sproutlaw - will be used to help the charity deliver meals to more than 12,000 families over the next few weeks.

“Christmas is all about family, spreading cheer and eating yummy food,” said Ella’s Kitchen founder and CEO Paul Lindley. “Sprouts are often left on the plate, but thousands of little ones in the UK won’t be getting a sprout, let alone a full Christmas dinner this year. For a small donation at our pop-up shop, families can help little ones in need across the UK have the Christmas dinner they deserve.”

The organic children’s food brand is promoting the cause with the hashtag #GiveASprout. Consumers can also gift a ‘virtual’ sprout to a friend via www.ellaskitchen.co.uk.

The shop, which is based on Neal Street, will remain open for two days.