A food poverty charity is to benefit from an initiative being launched by the Co-op supermarket chain and drinks brand Innocent.

For every one of its Mango & Passionfruit and Strawberry and Banana smoothies sold in Co-op stores, Innocent will donate the cost of a fruit and vegetable portion (24p) to Alexandra Rose Charity until November 19.

“Supporting campaigns that address the issue of food poverty and access to food is important to us and the millions of Co-op member owners, and we are proud to be partnering with innocent on this fantastic initiative across our stores,” said Co-op commercial director Sinead Bell.

Alexandra Rose supports families experiencing food poverty by giving them fresh fruit and vegetables through its voucher scheme.

“Food related ill-health costs the UK 98 billion a year, to the NHS, the economy and society,” said the charity’s chief executive Jonathan Pauling.

“The long-term consequences of a lack of access to healthy food has a detrimental effect on health, wellbeing, and life chances.

“Through the funds raised from this promotion, we will be able to help families in need to make sure they can give their children the best possible start with a diet rich in fresh fruit & veg.”

Innocent Drinks UK and Ireland general manager John Taylor added: “Lower-income families face significant barriers to ensuring they can give their children the nutrition they need.

“Our partnership with Alexandra Rose Charity, and campaign with Co-op marks an ongoing commitment to helping improve access for everyone so they can unlock the health benefits of a balanced diet.”

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