Ben’s Original has announced a new partnership with BBC Children in Need, pledging £200,000 to help support children and families facing poverty and food insecurity across the UK.
The tie-up will see limited-edition “Pudsey Packs” of the brand’s best-selling microwave rice pouches hit shelves in major retailers including Tesco, Asda, Morrisons, Co-op and Nisa this week.
The microwavable rice brand campaign will also feature in-store fundraising and awareness activity ahead of BBC Children in Need’s annual live show on 14 November.
The partnership highlights the brand’s wider “Keep It Original” purpose platform, which aims to create opportunities for all children to reach their potential by improving access to nutritious food.
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Mars Food and Nutrition general manager UK&I Nick Reade said: “Every child deserves the chance to reach their full potential. We’re proud to be partnering with BBC Children in Need, with Ben’s Original, to take meaningful action on the rise of poverty and food insecurity.”
BBC Children in Need’s head of high value partnerships, Liz Woodham, added: “We are delighted to be working in partnership with Ben’s Original. Every penny raised will help us make life lighter for children and young people across the UK.”
The Pudsey Packs – available in flavours including Golden Vegetable, Basmati, and Spicy Mexican – feature a QR code for customers to donate directly to the charity.
