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Hellmann's partners with Human Appeal to launch 'Iftar for All'

Hellmann's partners with Human Appeal to launch 'Iftar for All' that will provide free food parcels to Brits during Ramadan

• With more than three in five (65%) people concerned about increased costs this Ramadan2 and over three quarters (78%) saying they spend more on food items during the celebratory occasion than at any other time of year, more families than ever before will find it harder to provide Iftar meals this Ramadan.

• To support families nationwide and act in the inclusive and sharing spirit of Ramadan, Hellmann’s has teamed up with the Human Appeal to offer FREE Iftar for All food parcels to those in need – whether observing Ramadan or not.

• Those eligible will be able to collect a parcel from one of the participating beneficiaries across Britain, from 3rd April and throughout the month of Ramadan.

• With three quarters (75%) of those observing Ramadan concerned about the issue of food waste2, the parcels also include recipes from chef Afia Begom for tasty Iftar dishes on a budget, that are easy, require minimal cooking and help to minimise food waste.

At a time when UK shoppers are feeling the pinch, Hellmann’s wants to offer families in need - whether observing Ramadan or not - the opportunity to enjoy Iftar meals without worry or waste. Working with UK charity Human Appeal, Hellmann’s will offer free ‘Iftar for All’ food parcels for those who need it most this Ramadan.

New research, based on a national pool of 500 respondents with 3Gem Research & Insights, reveals that almost two thirds (65%) of people are concerned about the increased costs of food for Ramadan celebrations this year – either due to budgets already being stretched or needing to cater for more people this year. It also shows that three quarters (78%) of people spend more on food items during Ramadan than at any other time of year2, with half (50%) spending more than £91 on their weekly shop for Iftar meals during the month of Ramadan.

In response, the ‘Iftar for All’ initiative will be available to people across the country throughout the month of Ramadan and will see free food parcels distributed across the London, Birmingham, and Manchester regions.

To create the parcels, Hellmann’s partnered with Afia Begom of Afelia’s Kitchen, a British-Bangladeshi chef and recipe developer, who handpicked a selection of ingredients that pair together to create a week’s worth of tasty Iftar meals, without waste. The ingredients will include a mix of non-perishable, halal food products that can be consumed by all, including chickpeas, dates and Hellmann’s Real Mayonnaise.

With food waste occurring more during a change in regular eating habits – such as festivals and holiday periods – these moments can become even more costly for those celebrating. Three quarters (75%) of those surveyed said they were concerned about the issue of food waste over this celebratory month and as many as two in five (44%) said they threw away uneaten or leftover food during previous years’ Ramadan celebrations. Of those polled on how they will minimise costs this Ramadan, almost half (47%) said they would be making more use of their leftovers, while another 37% said they would be sharing more of their excess food with people who needed it. With the research in mind, and as people in the UK increased their Google searches for leftover recipes by 125% this year1, the parcels will feature recipes for traditional Iftar meals, created by Afia, alongside inspiration in how to make the most out of the ingredients you have while minimising waste.

The Iftar For All food parcels will be available at the selected beneficiary centres, including Sufra Foodbank in London, Birmingham Central Mosque and Homeless Aid UK in Bolton. Parcels will be available for collection from 3rd April 2023 nationwide, and will be facilitated by Human Appeal, a British-based international relief charity.

The trial initiative from Hellmann’s and Human Appeal hopes to trigger public awareness of food waste and poverty in the UK and encourage people to consider their food waste over celebratory periods, such as Ramadan, by using up or sharing their food and leftovers where they can. Last year, Hellmann’s helped over 13,000 Brits start their food waste journey4, following the launch of its Fridge Night app in the UK; a free digital app designed to help people reduce the food wasted in their homes and save money each week.

Rachel Chambers, Hellmann’s Brand Manager, says: “We’re proud to be working with the Human Appeal to support those in need on the occasion of Ramadan this year. At Hellmann’s, we’re on a mission to reduce food waste and we know celebratory occasions can result in even more leftover foods. That’s food and money that families could be saving.

“In previous years, we’ve supported organisations like the Ramadan Tent Project and the Shahid Afridi Foundation foodbank through work with That Fat Cow. We hope this year’s initiative will really help some families across the country, whether they are sharing an Iftar meal with loved ones, or simply struggling to afford food during these difficult times.”

Human Appeal, founded in Manchester in 1991, provides ongoing humanitarian support at home and abroad, including alleviating hunger and poverty.

Owais Khan, Deputy CEO at Human Appeal, said: “We’re so pleased to be partnering with a power brand like Hellmann’s during Ramadan to kick-start an inclusive call to action to support those in need in the country while also raising awareness around hunger, food security and reducing food waste. Sharing food and Iftar is in the spirit of special occasions like Ramadan, and we want to show people how they can share and give back to those in need around them.”

Semrush search trend data revealed that UK Google searches for food banks increased by 123% in the last year1, and with the launch of the pilot Iftar For All initiative, Hellmann’s and Human Appeal want to encourage the spirit of charitable giving this Ramadan to include more people.

For people wanting to receive one of the FREE Iftar for All food parcels, they can check their eligibility by contacting one of the participating beneficiaries from 3rd April.

For those looking to save money by cutting down on food waste this Ramadan and beyond, Hellmann’s and Human Appeal want to show people how they can be more resourceful with the food they have by sharing recipes for Iftars on a budget and easy ways to use up leftovers for great-tasting dishes, available for free on the Hellmann’s website at: https://www.hellmanns.com/uk/ramadan2023.html

People can also donate via the Human Appeal website (https://humanappeal.org.uk/appeals/human-appeal-at-home ) to provide support and funds to help combat hunger at home and abroad.

For more information or imagery, please contact hellmanns@wcommunications.co.uk

Iftar for All

How to claim a box People are asked to contact their nearest participating beneficiary to check their eligibility, before collecting one of the food parcels. The Iftar For All food parcels will be available to the public from the 3rd of April, until stocks run out.

The Iftar For All food items include:

• Rice

• Biscuits

• Pasta

• Baked beans

• Tinned tomatoes

• UHT/long life milk

• Hellmann’s Original Real mayonnaise

• Knorr Vegetable stock cubes

• Pot Noodle noodle packets

• Potatoes

• Tinned or fresh fruit

• Canned chickpeas

• Red split lentils

• Dates

Benefiting foodbanks from where Parcels will be available for all

Birmingham

• Birmingham Central Mosque foodbank (0121 440 5355)

• Incredible Surplus (incrediblesurplus@gmail.com)

Greater Manchester

• Homeless Aid UK (Bolton) (0800 124 4641)

• Aspire 2 Inspire Communities (Rochdale) (info@aspire2inspiref.com/07786273841)

London /Luton

• SUFRA NW (admin@sufra-nwlondon.org.uk)

• Discover Islam Luton (01582 452356)

About Hellmann’s

Hellmann’s is committed to helping people enjoy great tasting good for the simple pleasure it is, without worry or waste. For over a century, the brand has helped people turn even the simplest ingredients into delicious meals. Hellmann’s believes in the power of taste, because when food tastes good, less of it gets wasted. This belief has driven Hellmann’s to be a force for positive behaviour change around household food waste. Hellmann’s partnered with experts to conduct one of the longest and largest consumer behaviour studies on household food waste working with 2,000 families in Canada and the US gathering insights to help people better use the food they already have at home and to waste less. Hellmann’s will continue to champion household food waste reduction through its “Make Taste Not Waste” campaigns, inspiring people to turn their left-behinds into easy, tasty meals. The past year alone, Hellmann’s has been able to inspire more than 200 million people across the US, Canada and the UK.

Hellmann’s has a long-standing connection with Ramadan, with previous work including sponsorship of Ramadan Tent Project’s Open Iftar events for over four years and last year, a partnership with That Fat Cow to raise funds for the Shahid Afridi Foundation foodbank.

About Human Appeal

Human Appeal was founded in Manchester in 1991, it has grown from a team of two students to a family of over 173 employees in the UK, 100 staff in our international country offices, and 887 volunteers, all of us united towards a common goal of a kinder, fairer world.

Human Appeal is a non-profit organisation working across the globe to strengthen humanity’s fight against poverty, social injustice, and natural disaster. Through the provision of immediate relief and the establishment of self-sustaining development programmes, it aims to invest in real, effective long-term solutions.

Human Appeal’s team work year-round to establish healthcare, education, and livelihood programmes that pave the way for empowered, self-serving communities. It also provides food, shelter, medical aid, and disaster relief during emergencies, as a critical intervention that saves lives.

Afelia’s Kitchen Afia Begom, a British-Bangladeshi home cook, initially started sharing recipes on Facebook in 2014. In 2016 due to popular demand, Afia launched her food blog, Afelia's Kitchen, where she shares Bengali and non-Bengali recipes with intros that many readers find relatable. She has contributed recipes and written about Eid al-Fitr for BBC Good Food. Afia continues to blog, inspire, and share recipes on her social media platforms.

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