belVita’s ‘give a smile’ initiative returns with FareShare to donate 100,000 meals

Healthier biscuit brand belVita has announced it is once again partnering with food charity FareShare as part of its mission to help fight food insecurity, as the "Give a Smile" initiative returns for 2024.

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. Through its partnership with the charity, belVita will donate up to 100,000 meals to help make a difference to those in need.

belVita's "Give a Smile" campaign aims not only to donate meals to FareShare but to start conversations and inspire further action to address food insecurity.

Innovative interactive smile detection billboards are at the heart of the initiative, with donations to FareShare collected through ‘smiles’ registered at the billboards located across the country.

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

The belVita ‘Give a Smile’ initiative is live now until 25 March.