In an effort to combat food poverty, Sainsbury’s has committed to donating over five million meals this winter through the sale of mince pies as part of its partnership with Comic Relief.
Throughout December, purchases of By Sainsbury’s Deep Filled Mince Pies and FreeFrom Mince Pies will support donations to British charity. The initiative is expected to see sales exceeding one million packs of mince pies, significantly contributing to the cause.
Moreover, the supermarket has pledged to donate 10 pence for every purchase from its festive sandwich range this year. This initiative will continue until 31 December, further strengthening the supermarket’s efforts to assist those in need.
Ruth Cranston, the director of corporate responsibility and sustainability at Sainsbury’s, stated, “While for many, Christmas is a magical time filled with presents and food, we know that for those experiencing food poverty, this can be the hardest time of year.” She emphasized the importance of giving during the festive season, saying that through collaboration with customers and Comic Relief, Sainsbury’s aims to make good food more accessible. By purchasing mince pies, consumers can not only enjoy a traditional festive treat but also contribute positively to the lives of those facing hardship.
Customers are also encouraged to support the initiative by donating at store tills, online, or via the Nectar app, meaning their contributions are versatile and convenient. This flexibility aims to maximize the potential donations.
This initiative follows a collaborative effort in July between Sainsbury’s and Comic Relief, which successfully raised £2.5 million, providing over one million meals to children in need through school holiday food programs.
Sainsbury’s mince pie initiative exemplifies a corporate-social partnership aimed at alleviating food poverty during the challenging winter months. Through this, the supermarket not only enhances its community support efforts but also offers a platform for consumers to engage in meaningful giving.
