Fuel10K has partnered with FareShare this February as it aims to donate over 500,000 breakfasts.
With demand for food banks skyrocketing due to the cost-of-living crisis, the leading B Corp breakfast brand will be donating a portion of porridge for every pot of porridge sold this month.
The FareShare porridge donation partnership will run from 1st February to 28th February 2023 , and Fuel10K porridge pots are available at supermarkets nationwide and online, including Asda, Tesco, Ocado, Co-Op, Amazon and Morrisons.
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FareShare is the largest charity fighting hunger and food waste in the UK, and all porridge donations will be distributed across its network of nearly 9,500 frontline charities, food banks and community groups.
According to new research commissioned by Fuel10K, a quarter of Brits are skipping breakfast on a weekly basis, with nearly a third (30%) doing so occasionally, whilst a quarter (25%) skip breakfast more than three times a week.
Conducted by retail analysis platform Vypr, the survey on over 1,000 UK adults at the end of 2022 found that the first meal of the day is the most likely to be skipped to cut down on costs (39%).
Returning for a third year following the success of the 2022 partnership, the team at FUEL10K is hoping to match last year’s donation of more than 500,000 portions of porridge.
“We’re delighted to be partnering with FareShare again this February for the ‘You buy a pot, we donate a portion’ campaign,” , managing director of Fuel10K, Scott Chassels said.
“Now more than ever, household budgets are being pushed to the limit, and it’s hugely concerning that such a staple meal is being skipped by so many in order to make savings.
“We hope that #PostYourPorridge will help to reach even more porridge lovers who may not already know about our drive to donate more portions of porridge to FareShare. Fuel10K porridge pots are not only a convenient, budget-friendly, on-the-go breakfast, but every pot bought equals an extra porridge donation to FareShare.”
CEO of FareShare, Lindsay Boswell commented: “We are delighted to be partnering with Fuel10K again this year to help us get much needed breakfast portions to the nearly 9,500 charities we support.
“With the cost of living crisis forcing millions of people to seek support from their local charities and community groups, the need for food from FareShare has skyrocketed. That’s why Fuel10K’s generous donation will go a long way to help us get food where it’s needed most.”
The news comes as Lindsay Boswell, the CEO of the UK’s biggest food redistribution charity FareShare, has announced he is standing down in July 2023.
