Warburtons has announced a two-year commercial venture with the British Heart Foundation (BHF) to raise awareness about healthy eating.
The charity and the family bakery will campaign over the next two years, by displaying key messages and the BHF logo on Warburtons Wholemeal loaf packaging.
The charity hopes the heart health messages will reach 6.8m households, based on the claim that 70m Warburtons wholemeal products are sold each year.
Neil Campbell, managing director at Warburtons, said: “This long term partnership is a first in Warburtons 138 year history. We have a natural fit with the BHF as we both have families at the heart of what we do and we have shared goals in health and nutrition.
“With so much misleading advice on diets, weight loss and healthy eating available, consumers are getting increasingly confused with what they should eat as part of a healthy balanced diet- especially when it comes to the role bread plays. Taking a sensible approach using the government’s nutritional guidelines, we will work with the BHF to help communicate key healthy eating messages to consumers about simple ways they can improve their diets, including the positive role of bread and starchy carbohydrates in these, while also supporting some of the BHF’s key campaigns.”
The messages will include information about how starchy carbohydrates, such as bread, can play a positive role in a healthy balanced diet.
Simon Gillespie, chief executive at the BHF, said: “Over 2.3m people in the UK are living with coronary heart disease. By working with the biggest bakery brand in Britain, we can reach families across the country, every day, with essential, lifesaving advice.
“We know that a healthy diet is an important part of keeping our hearts healthy. As a staple in UK households the partnership with Warburtons offers us a unique opportunity to help support families to make healthy choices as well as raise awareness of some of our key campaigns.”