Morrisons has rebranded its “famous” Coburg Cob in order to raise funds for the charity Marie Curie.
Throughout August, the fresh “bakery staple” will be rebranded to Cobs for Care, with 25p from the sale of each donated to the palliative care charity.
It is the latest initiative in Morrisons’ Every Pack Gives Back campaign, with Morrisons aiming to raise £15m for the end-of-life charity by October 2027.
The limited-edition Cobs will be identifiable on shelves by their bright yellow stickers. Suppliers are also joining the campaign, and bright yellow labels will appear on the packaging of “hundreds” of products including Warburtons Crumpet Thins (eight-pack), Lenor Scent Booster Spring Awakening (735g) and Soreen Malt Loafs (250g).
Shoppers will also be able to donate their More Card points via the More Card app throughout August.
The campaign forms part of Morrisons’ wider Paint It Yellow campaign with Marie Curie, which launched in 2024. Each season Morrisons rebrands a number of its products in yellow packaging to raise money for the campaign, runs fundraisers and collects donations on behalf of the charity.
Paint It Yellow has so far raised £7m since it launched.
“Marie Curie’s dedication to people and communities up and down the UK could not be more important, so we are urging customers to pick up a special ‘Cob for Care’ and show their support for end-of-life care,” said David Scott, Morrisons corporate affairs director.
“Throughout August, customers can help raise all-important funds for Marie Curie by buying a product in our promotional Every Pack Gives Back range – where a percentage of the sale price is donated to the charity.”
Cobs signify hard work of healthcare nurses
Morrisons Market Street bakers make up to 50,000 Coburg Cobs each day, making the SKU one of Morrisons’s “best-loved” products. The cobs are made at dawn, which Morrisons said signified the Marie Curie nurses and healthcare assistants who had been working through the night administering care.
“Every day, I meet patients and families whose stories stay with me long after my shift ends,” said Emma-May Ward, Marie Curie clinical nurse specialist.
“Every person deserves dignity, support and compassion at the end of their life. As a charity, we depend on the generosity of the public to fund the expert care we provide day and night for people who need us most. The Every Pack Gives Back initiative helps to raise vital funds so we can reach more patients and families when and where care is needed.”
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