Sausage roll brand Wall’s Pastry and viennoiserie specialist Brioche Pasquier have embraced the festive spirit of giving back through charity initiatives.
Wall’s has pledged to donate 5p from every 10-pack of its pork sausage rolls to Action Against Hunger, which works to tackle hunger in high poverty areas across the UK.
Action Against Hunger collaborates with local partners in UK regions facing high child poverty rates, improving access to foods through surplus food distribution. Funds raised through the Wall’s initiative will support the upkeep of these centres and help purchase essential food supplies for those in need, with the company also contributing products to food donation facilities over the Christmas season and into the new year.
“Our philosophy is, ‘When Hunger Call’s, Grab a Wall’s’,” commented Jason Manley, brand director at Wall’s Pastry. “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.”
The announcement follows an “exceptional year of growth” for The Compleat Food Group-owned brand, which achieved increases of 40% in value and 36% in volume (Circana data, 52 weeks to 1 September 2024). Back in June, it launched a trio of new products with breakfast recipes including a Scotch egg, slice, and roll.
Brioche Pasquier, meanwhile, unveiled its partnership with Roald Dahl’s Marvellous Children’s Charity including a festive promise to match the funding from the charity’s Christmas Appeal with the Daily Express up to the value of £20,000.
The charity provides specialist nurses and support for seriously ill children living with lifelong health conditions across the UK. Over 150 Roald Dahl Nurses working in NHS Trusts collectively care for over 36,000 children, helping them navigate their healthcare journey at home and in the hospital. Their dedication and expertise brings evidenced benefits to families, by reducing A&E visits and hospital admissions.
“We are absolutely delighted to announce our partnership with Roald Dahl’s Marvellous Children’s Charity,” said Ryan Peters, managing director at Brioche Pasquier UK. “As a family business our values are rooted in supporting surrounding communities, and we are proud to be partnering with this wonderful charity who are helping to transform the lives of children and families navigating extremely complex moments of life.”
Brioche Pasquier originated in France and was first introduced to the UK in 2001, before opening a factory in Milton Keynes in 2015. Six years later, it added a 80,000 sq ft extension to grant space for two more production lines, increasing total capacity to over 2.5 million products per day.
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