Sainsbury’s is to spend up to £1.5 million matching customer donations to its “Help Brighten a Million Christmases” scheme, in a bid to help families in need.
It hopes to raise over £3 million this month and feed up to 12 million households over the festive season.
Between December 1 and Christmas Eve, customers can donate online or at the 1200 Sainsbury’s stores across the UK.
Every £1 customer donation, once matched by the retailer, provides the equivalent of four hot meals.
The Big 4 grocer will distribute donations across the country through food charities including FareShare.
“We know that this Christmas may be challenging for people across the UK, which is why we’re doing all that we can to help those in need,” Sainsbury’s chief marketing officer Mark Given said.
“We’re determined to make sure we brighten millions of Christmases this festive season.”
“Each year we’re overwhelmed with our customers’ generosity not only at Christmas but throughout the whole year and we hope that by working together, our donations can really make a difference to others this December.”
It comes after Sainsbury’s partnered with Neighbourly in September to donate surplus food to charity.
The supermarket has since provided more than 373,000 meals.