Quaker Oats has revealed it has partnered with the charity Groundwork to support over 45 ‘warm hubs’ in local communities across the UK.
The move aims to support people in need by providing warm, safe spaces at designated locations such as community centres, libraries, religious centres and other local facilities.
As part of the initiative, the iconic breakfast brand will provide support to over 45 warm hubs ran by the charity, to help with running costs and ensure that they can stay open this winter while they aim to tackle poverty and protect the environment.
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In addition to providing warmth and drying facilities, the hubs offer advice and services to help people manage their bills, alongside opportunities to socialise and take part in physical activity.
The project follows a series of new initiatives with Quaker’s network of charity partners and Asda, aimed at supporting local communities this winter.
Launched with long-standing partner Magic Breakfast and now FareShare, Quaker’s Share the Warmth campaign will see the brand donate up to 2.5 million warm and nutritious breakfasts to those who need them most.
With assitance from the big 4 grocer, Asda will help Quaker to offer children a free warm breakfast at Asda cafes during the February half-term holidays.
Special limited-edition ‘Share the Warmth’ porridge packs are now available in shops across the country, with Quaker donating one bowl of porridge for every pack sold to Magic Breakfast or FareShare.
“This winter has been particularly challenging for many people across the UK, and not everyone has access to a warm breakfast to start their day,” Quaker head of marketing, Claire Molyneux said.
“As a brand, we can play a part in getting a warm, nutritious bowl of porridge to those who need it most.”
She added:”With the help of our charity partners, we want to Share the Warmth and support communities by providing warm spaces and breakfasts.”
CEO at Groundwork UK, Graham Duxbury said. “For many people across the UK, warm hubs are a lifeline where people have access to a warm, safe space and can socialise and share stories.
“During the current financial climate, people need to access these warm hubs more than ever. We really value the support of brands like Quaker, which allows us to help more people when they need it most,” Duxbury commented.
