Mothers Pride Scottish Plain loaves will be repackaged in Epilepsy Scotland’s purple and teal tartan design to raise awareness of the condition.
The limited-edition packaging will be on the shelves in Scotland for approximately four months from this week, in honour of international epilepsy awareness day on 26 March, or Purple Day, as it is known.
This collaboration between commercial partner Hovis and Scotland’s national epilepsy charity is aimed at everyone, said Epilepsy Scotland’s chief executive, Leslie Young: “It does not matter who you are, how old you are, or the fact that you may have epilepsy, you are always your mother’s pride.
“We are very grateful that Hovis has afforded us this tremendous opportunity by supporting our Turn Scotland Purple campaign in this original manner.”
Martyn Wilks, Hovis chief executive, said: “This is the first time that Mothers Pride has been repackaged in support of a charity campaign.
“These will be stocked by local corner shops to supermarkets until mid-July. We hope our customers will enjoy the new look and the same great-tasting bread as they discover a bit more about epilepsy.”
People can donate to Epilepsy Scotland by texting ESMP15 and the amount they wish to donate to 70070.