Unilever and Asda have joined forces to help support BBC Children in Need’s fight against against food insecurity with a nationwide donation drive.

‘You Buy, We Donate’, will see FMCG giant Unilever donate 10% of each product sale price to BBC Children in Need for each qualifying product purchased at Asda, in a bid to drive awareness and raise funds for the charity’s vital work.

Running through to 10 September, the campaign will have a presence across Asda stores nationwide and via the supermarket’s website, featuring popular brand such as Pot Noodle, Hellmann’s and even personal care products like Radox.

“We are delighted to be working with two influential partners in Asda and the iconic BBC Children in Need this year to continue the support for helping to end food poverty for children in the UK. Our ambition is to create positive and lasting change across the UK for the children who need it most,” Unilever Asda customer director, Jo Taylor said.

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Aiming to raise as much as £600,000 this latest burst of activity will build on the ‘Fuelling Potential’ campaign launched by Children in Need and Asda last year.

BBC Children in Need director of income, marketing and communications, Claire Hoyle added: “We are enormously grateful to be celebrating one wonderful and impactful year of Fuelling Potential with our longstanding partner, Asda.

“In the past year the campaign has succeeded in supporting over 34,000 children and young people across 210 programmes all around the UK. Steaming ahead into our second year, it is brilliant to be working with Unilever on the ‘You buy, we donate’ campaign to extend this impact and ensure no child is held back by food insecurity.”