Morrisons has launched a promotion across 32 lines of tea, coffee, biscuit and cereal brands to raise money to help children with cancer.
The promotion, Every Pack Gives Back, will raise money for charity partner, CLIC Sargent, with 5p from every pack sold in the promotion going to the charity.
Selected Kellogg’s, McVitie’s, Cadbury, Belvita, Nescafé and Yorkshire Tea products will take part until 29 May.
“This campaign is a first for Morrisons, and we are proud to be able to offer the best value to our customers while supporting the work of our charity partner, CLIC Sargent,” said Morrisons senior buying manager John Gunton.
“Thanks to the generosity of our colleagues and customers we have already raised almost £3.8m for young lives facing cancer - and with Every Pack Gives Back we hope to reach the £4m milestone.”
Morrisons colleagues chose CLIC Sargent to be its charity partner following a staff vote in January and have set a three-year target of £8m.
CLIC Sargent senior account manager Kate Lightfoot said: “Every penny raised through the Morrisons partnership means families facing cancer can get CLIC Sargent support. We offer a tailored package of support for each family, so they can concentrate on the important things like their child getting well. Thanks to Morrisons, we can be there for even more families following a cancer diagnosis.”