Sainsbury’s is to donate over five million meals to families experiencing food poverty this winter through mince pie sales, as part of its Comic Relief partnership.

Throughout December, the supermarket will donate money from its By Sainsbury’s Deep Filled Mince Pies and FreeFrom Mince Pies to the British charity.

Sainsbury’s expects to sell over one million of the mince pie packs, and alongside the initiative, the grocer will also be donating 10 pence to Comic Relief for every purchase of one of this year’s range of ten festive sandwiches, until 31 December.

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Sainsbury’s director of corporate responsibility and sustainability Ruth Cranston said: “While for many, Christmas is a magical time filled with presents and food, we know that for those experiencing food poverty, this can be the hardest time of year.

“Giving is at the heart of Christmas for our customers, and that’s why we’re committed to working together with them and Comic Relief to help donate over five million meals and help make good food accessible for all.

“With mince pies as an all-time British festive favourite, customers will be able to enjoy them even more this year knowing that their festive treat is helping to make a real difference to those experiencing food poverty.”

Supporting its festive charity drive, customers can still donate at in-store tills or online, rounding up their shop, or donating their points via the Nectar app.

It follows Sainsbury’s and Comic Relief’s collaboration in July, which saw £2.5m donated to help children access nutritious food by providing over one million meals in the school holidays.

Sainsbury’s Festive Sandwich Range – 2024