UK breakfast brand FUEL10K have joined forces with charitable food redistributors Fareshare for a nationwide porridge donation project. Throughout the month of February, FUEL10K will be donating a portion of porridge for every pot they sell.
Through on-shelf promotions, and with their nationwide listings with supermarkets, online retailers and convenience stores, FUEL10K would normally expect to sell more than 500,000 of their Protein Boosted Porridge in one month alone. This means that more than 10 tonnes of FUEL10K porridge will be donated to support the many frontline charities and community groups that Fareshare work with.
8.4 million people in the UK are struggling to access nutritious food and drink, with 4.7 million of these living in severely food insecure homes. This means their food intake is greatly reduced and children regularly experience physical sensations of hunger.
Jason Kerr, Co- Founder of FUEL10K, explains: ‘this collaboration with Fareshare means so much to the entire FUEL10K family and we’re delighted to be working so closely with them. We count ourselves extremely fortunate to be able to donate more than 500,000 great tasting breakfasts, especially at a time when foodbanks and school meals have such a huge need for them.’
FareShare work to redistribute food to charities that turn them into meals, and since they were founded in 1994 they have redistributed 4,074 tonnes of food to charities. This equates to 57.3 million meals provided to vulnerable people. Consumers can get involved in FUEL10K’s campaign by purchasing a pot of their FUEL10K porridge during the month of February, with each purchase turned into a donation of a portion of porridge to someone in need. After the recent launch of their new Super Berry porridge, FUEL10K’s porridge pot range is now available in 5 flavours. The porridge pots are widely available in major UK grocery stores ASDA, Morrisons, Tesco, Co-Op and Booths, as well online at Amazon and in many convenience stores, including Nisa, Costcutter, Key Stores and Spar.