Naked has pledged £40,000 to Stonewall as a continuation of its fundraising partnership with the LGBTQ+ charity for this year’s Pride month.
The smoothie brand will raise the funds via the sale of a limited-edition Rainbow Machine smoothie, which will feature the Stonewall badge. Each bottle sold throughout June and July will see 5p being donated to the Stonewall Young Futures programme.
The launch of Naked Rainbow Machine was the number one Juice Category NPD launch of 2021. With total value sales of £7.3m over the past 12 months it has quickly become one of Naked’s top sellers.
The partnership between Naked and Stonewall was first established in 2021 when Naked’s Rainbow Machine Smoothie made its debut. The tie-up raised £40,000, which has contributed to helping young people who face significant LGBTQ+ specific challenges at home, school, college, university and work.
In addition to the on-pack promotion, Naked is teaming up with Made in Chelsea star Ollie Locke for a social marketing campaign to promote the smoothie as well as highlight the Stonewall partnership and how it benefits the LGBTQ+ community.
‘We are delighted to be showing our support for Stonewall for the second year running, building on our existing partnership and showing our support of equality and inclusion,” said Tropicana Brands Group’s Charlotte Ashburner.
Nancy Kelley, CEO at Stonewall added: ‘‘At Stonewall we’re passionate about helping LGBTQ+ people to fulfil their potential.
“Our Young Futures programme aims to inspire and empower young lesbian, gay, bi, trans, queer, questioning and ace people to take their next step in the world, and donations from sales of Naked Rainbow Machine will help reach this goal.’’