Belvita to donate 100,000 meals in Fareshare partnership  

Leading biscuit brand belVita has announces its partnership with food charity FareShare as part of its mission to help fight food insecurity, with a brand-new initiative‘Give a Smile’.

Currently in the UK, 13.3 million people don’t know where their next meal is coming from, with three million adults reported to have gone without food for an entire day due to affordability or access issues, according to FareShare. Through its partnership with the charity, belVita will donate up to 100,000 meals to help make a difference to those in need.

The 'Give a Smile' campaign also aims to start conversations and inspire further action to address food insecurity. Innovative interactive facial recognition billboards are at the heart of the initiative, with donations to FareShare collected through ‘smiles’ registered at the billboards located across the country.

“At belVita, we believe in the power of positive energy. It is part of our brand ethos, where our nutritious wholegrains deliver positive energy. So, we want to use the power of positivity to help raise donations for FareShare,” Amy Lucas, brand manager for belVita at Mondelēz International, said.

“We understand that even the smallest of actions such as smiling at a stranger can make their day ‘that’ much better, which inspired us to use the power of a smile to spread positivity, helping others in need.

“Retailers can get involved by stocking up on the full belVita product range to drive awareness of ‘Give a Smile’ and by encouragingshoppers to head to the belVita Give a Smile website or look out for the billboards near stores to help fight food poverty.”

The new initiative will be live from Monday (4 September).