McVitie’s has teamed up with Tesco in a partnership with charities Fareshare and The Trussell Trust.
Running until 5 December, the initiative will provide 100,000 disadvantaged people with meals in the run-up to Christmas.
FareShare redistributes surplus food from the food industry to community organisations, while The Trussell Trust is an anti-poverty charity that runs foodbank distribution centres across the UK.
McVitie’s will donate 10p from each box of 600g McVitie’s Victoria biscuits sold in Tesco stores nationwide, with all proceeds going to the two charities.
The Pladis-owned business is aiming to raise £50,000 during the campaign.
“We’re thrilled to be working together with Tesco in partnership with FareShare and The Trussell Trust,” said Pladis UK’s shopper marketing manager Anna Nafalska-Veillat. “Hunger relief is an important issue in the UK and we’re proud to be part of a programme that ensures essential foods get to those in the country who need it most.”
McVitie’s has provided donations from the sales of its biscuit for other charities such as CLIC Sargent to help support young patients and families with their increased living expenses when a cancer diagnosis is made.