3 February 2021
UK breakfast brand FUEL10K has joined forces with food charity FareShare for a nationwide porridge donation project. Throughout the month of February, FUEL10K will be donating a portion of porridge for every pot sold.
“This collaboration with FareShare means so much to the entire FUEL10K family and we're delighted to be working so closely with them. At a time when so many people and organisations are struggling, we count ourselves extremely fortunate to be in a position to be able to donate so many of our nutritious breakfasts. Teaming up with such a credible organization as FareShare, means that we can be confident that our porridge will reach those most in need.”
Jason Kerr, Co- Founder of FUEL10K
Through on-shelf promotions, and with nationwide listings with supermarkets, online retailers and convenience stores, FUEL10K expects to sell more than 500,000 of its Protein Boosted Porridge Pots in one month alone - meaning that more than ten tonnes of FUEL10K porridge will be donated to the thousands of local charities and community groups that FareShare supports.
Consumers can support FUEL10K’s campaign by purchasing a pot of FUEL10K porridge during the month of February. With each purchase, FUEL10K will donate a portion of porridge.
Lindsay Boswell, FareShare Chief Executive, said: “FareShare works with thousands of charities and community groups around the UK to get food onto the plates of those who are most vulnerable. With millions of families struggling to eat because of the pandemic, we welcome Fuel 10k’s support and generous donation at this difficult and challenging time.”
After the recent launch of its new Super Berry porridge, FUEL10K’s porridge pot range is now available in five flavours. The porridge pots are widely available in major UK grocery stores ASDA, Morrisons, Tesco, Co-Op and Booths, as well online at Amazon and in many convenience stores, including Nisa, Costcutter, Key Stores and Spar.
*Figures from FAO UN, Voices of the Hungry, 2016