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belVita, the UK’s number one healthier* biscuit brand[i], is proud to announce 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 3 million adults reported to have gone without food for an entire day due to affordability or access issues[ii]. 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 the 25th March. 

*As defined by Nielsen

** Thank you for your smile. As part of this campaign, for each smile you give, we are donating a meal* to FareShare [registered charity number 1100051] to help fight food poverty.

*20p funds the redistribution of the equivalent of one meal, as calculated based on WRAP’s guidance of 420g. A minimum donation of 100,000 equivalent meals has been agreed, capped at a maximum of 125,000 equivalent meals. The promotion dates are 1st January 2024 until 25th March 2024.

[i] Nielsen IQ, Total Coverage incl. Discounters, 52 w/e 28.10.2023

[ii] FareShare

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