Morrisons has rebranded one of its loaves to raise funds for the end-of-life charity Marie Curie, changing its Coburg Cob to the ‘Cob for Care’.

As part of the initiative, 25p from every sale will be donated to Marie Curie. It forms part of the Every Pack Gives Back fundraising event.

The cobs will be identifiable by their new bright yellow sticker, which is a nod to the charity’s daffodil emblem.

This limited edition ‘Cob for Care’ forms part of the supermarket retailer’s commitment to raising £15m for the end-of-life charity by October 2027.

The move builds on the longstanding partnership between Morrisons and Marie Curie, recently celebrating the milestone of successfully raising £7m.

Running throughout August, a range of Every Pack Gives Back promotional products including Warburtons Crumpet Thins, Lenor Scent Booster Spring Awakening and Soreen Malt Loaf will appear on Morrisons shelves and online.

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This is a part of the Paint It Yellow campaign, which is a colleague and volunteer-led fundraising drive. It combines in-store events and volunteer collections to back communities nationwide.

Additionally, the retailer’s loyalty programme The More Card will also turn yellow during August to remind customers that they can donate their points to Marie Curie through the application or website.

Shoppers will also be able to enter a competition to win 1m More points, which are worth £1000, by activating the Marie Curie offer on their More app and buying any Every Pack Gives Back product.

David Scott, corporate affairs director at Morrisons, said: “Marie Curie’s dedication to people and communities up and down the UK could not be more important, so we are urging customers to pick up a special ‘Cob for Care’ and show their support for end of life care.

“Throughout August, customers can help raise all-important funds for Marie Curie by buying a product in our promotional Every Pack Gives Back range.”