McVitie’s and Tesco have launched a new partnership in aid of food redistribution charities, in a move that they say will lead to the equivalent of 100,000 meals for disadvantaged people in crisis throughout the UK.
Launching today, the biscuit brand will donate 10p from each box of McVitie’s Victoria sold in Tesco stores in the country.
Pladis, owner of McVitie’s, said it aimed to raise £50,000 during the campaign, which runs until 5 December, with the proceeds going to FareShare and The Trussell Trust.
The partnership will be rolled out at 805 Tesco stores nationwide, with the promotion applied to 600g boxes of McVitie’s Victoria biscuits.
“We’re thrilled to be working together with Tesco in partnership with FareShare and The Trussell Trust,” said Pladis UK shopper marketing manager Anna Nafalska-Veillat.
“Hunger relief is an important issue in the UK and we’re proud to be part of a programme that ensures essential foods get to those in the country who need it most.”
FareShare CEO Lindsay Boswell said: “Christmas is the time for giving and we are proud to be partnering with McVitie’s for this exclusive Tesco promotion to support our work getting good quality food to the people who need it most. The money raised will help FareShare redistribute enough food for 100,000 meals, helping frontline charities and community groups who work tirelessly to support vulnerable people all across the UK, both at Christmastime and all year round.”
Mark Ward, interim CEO at The Trussell Trust, added: “Sadly, we’re seeing demand at food banks across the UK soaring, with our recent six-month stats showing demand increasing by 12% over the past year. We’re working hard to stop people going hungry, and are concerned food banks could struggle to meet demand this winter. The money raised will be welcomed with open arms and will go towards helping people in crisis right across the UK.”
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