Central England Co-op has announced its ambition to create half a million meals for families in “desperate need” this Christmas.
From today, buying from its “Irresistible” range will see the group donate to food charity FareShare Midlands.
It has not clarified what proportion of each purchase will go to the organisation.
Last Christmas, Central England Co-op provided over 444,000 meals through an £111,000 donation.
The society is now “determined to create even more meals” given the rise in living costs and aftershocks of Covid-19.
“As the demand for support continues to grow during these uncertain times, we are proud to stand with them to help those in need,” corporate responsibility manager Hannah Gallimore said.
“Christmas is the time of goodwill to all and therefore we are delighted to continue our work with FareShare on this campaign to tackle food poverty.”
FareShare Midlands director Simone Connolly said that many families were “still facing job losses, poverty and food insecurity.”
She continued: “Every penny raised at this special time of year, helps us to get vital food supplies to families in desperate need.
“We are truly grateful to the Co-op and their big-hearted customers, who share their festive joy by making these purchases.”