Little Dish and The Felix Project donate over 500,000 kids’ meals

No comments

LITTLE DISH FELIX PROJECT -5105

Winner: Little Dish - The Felix Project Partnership

Around one in four working Londoners struggles to afford to feed their families, with 400,000 children going hungry every day. Little Dish looked to tackle the issue through a different type of charitable initiative.

It drove as many donations as possible to its partner, The Felix Project. Its unique ‘Buy One, Give One’ scheme was straightforward and impactful – for every meal purchased, Little Dish donated one meal to a child in need.

Sainsbury’s, Tesco, Waitrose, Morrisons, Ocado and Gousto all listed the specially designed meal, which contained hidden vegetables for extra nutrition.

Such attention to detail and thoughtful execution meant customers also responded positively. Over 565,000 kids’ ready meals have already been donated since the scheme was launched in 2023.

This year, the offer was moved from Little Dish’s Mac & Cheese meal to its Pasta Bolognese. As one of Little Dish’s best-selling meals, the bolognese has been pivotal in maximising donations, hitting donation targets and reaching a new audience of parents; it’s also contributed to a total brand performance increase of 39% in Sainsbury’s.

Judges were impressed with the effort that had gone into developing Buy One, Give One, describing it as a “slam dunk”.

“Over half a million meals going to people in need – and plans to double this in 2025,” one said. “What’s not to love about this fantastic initiative?”