Lyons Instant Coffee, a brand with longstanding military links, has announced a three-year partnership with Help for Heroes.
Aiming to raise £1m for the charity, Lyons is to launch a new Hero Blend - made with beans from Central and South America - and will donate 20p from every 100g jar sold, 40p per 200g jar, and 50p from each sale of a 500g tin.
The coffee brand’s founder, Joseph Lyons, played a key role in establishing the Territorial Army in 1908 (when it was known as the Territorial Force).
“Lyons is a great traditional British brand with a long history of supporting Britain’s servicemen and women,” said Jim Cain, joint brand owner. “Our partnership with Help for Heroes is a fitting way for the company to continue this legacy, and we’re thrilled to support such a worthy cause and change lives for the better.”
In the 12 months up to March 2015, the charity gave assistance to more than 4,000 veterans, military personnel and their families.
The organisation’s head of brand partnerships, Marcus O’Shea, said: “We’re really excited to start working with Lyons Instant Coffee. The brand and its owners share our passion to support thousands of our brave men and women. The £1m we are going to raise will go a long way in helping to ensure there is long-term support available for those who need it.”
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