Wall’s Pastry has launched a new initiative to support Action Against Hunger and tackle food poverty in the UK.

The sausage roll brand, which is owned by food manufacturer The Compleat Food Group, has pledged to donate 5p from every pack sold of its 10x55g sausage rolls to the charity, which works to limit hunger in areas of high poverty across the UK.

It follows a year of growth for Wall’s, having outperformed the market after experiencing a 40% rise in value and 36% increase in volume over the past 52 weeks.

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Wall’s Pastry brand director Jason Manley said: “Our philosophy is, ‘When Hunger Call’s, Grab a Wall’s’. However, we recognise that for many people across the UK, food is a necessity in short supply.

“As a leading food brand, we understand that our responsibility goes beyond creating high-quality, delicious and good value food that people love to eat. That’s why we couldn’t be prouder to announce our partnership with Action Against Hunger.

“We encourage consumers looking to satisfy their hunger to pick up a 10-pack of our favourite sausage rolls. By doing so, they’ll not only enjoy a tasty treat but also contribute to the fight against hunger here in the UK.”

In September, parent-company The Compleat Food Group acquired specialty food producer and distributor Harvey & Brockless in a bid to open new markets for customers.