Sainsbury’s has undertaken a significant initiative to address food poverty this winter by pledging to donate over five million meals through the sales of mince pies. This commitment is part of its collaboration with the charity Comic Relief.
Throughout December, funds from the sale of Sainsbury’s Deep Filled Mince Pies and FreeFrom Mince Pies will be allocated to the British charity. Sainsbury’s plans to sell over one million packs of mince pies, thereby making a substantial contribution towards alleviating hunger.
In addition, the supermarket has announced that 10 pence from every purchase of its festive sandwich range will also be donated to Comic Relief. This offer extends until the end of December, further amplifying their charitable efforts.
Ruth Cranston, Sainsbury’s director of corporate responsibility and sustainability, emphasised the importance of giving during the festive season. She 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. Giving is at the heart of Christmas for our customers, and that’s why we’re committed to working together with them and Comic Relief to help donate over five million meals and help make good food accessible for all.’
Supporting this charitable drive, Sainsbury’s encourages customers to donate at in-store tills or online by rounding up their purchases or donating points via the Nectar app. This initiative follows a successful partnership with Comic Relief in July, which provided £2.5 million for children’s nutrition, supplying over one million meals during the school holidays.
This initiative by Sainsbury’s in partnership with Comic Relief exemplifies a concerted effort to address food poverty during a challenging season. By involving customers in this charitable work, the supermarket not only provides support to those in need but also engages the community in meaningful giving.
