Del Monte®, the UK’s number one canned fruit brand*, this week announces its six-month partnership with award winning food writer and anti-food poverty campaigner, Jack Monroe, to promote the positive benefits of eating canned fruit, such as health, versatility, convenience and value.
The partnership will begin with Jack and Del Monte® collaborating on the development of a series of recipes utilising the core canned fruit range. The main focus of the recipes will be to offer families inspiration to create nutritious, appetising and affordable dishes using Del Monte’s most popular products. The recipes will be made available to consumers through a wide-reaching digital and PR campaign, including both Jack Monroe and Del Monte® social media channels, with the campaign hashtag: #YesWeCAN.
Jack Monroe will further support the activity with a series of national media interviews, highlighting the benefits of using canned fruit, especially at a time when many families are looking for ways in which to better manage household costs. In the author’s cookery book, Tin Can Cook: 75 Simple Store-Cupboard Recipes (Bluebird, 2019) Jack Monroe highlights affordability, convenience and nutrition as just a few of the reasons for choosing to cook with canned fruit.
Jack Monroe comments “I’m a big fan of cooking with canned ingredients, not only for the versatility and convenience, but also because they are a surprisingly good source of vitamins and nutrients. Del Monte’s range offers quality, value and variety, and I particularly like the fact that their canned fruits in juice have no added sugar or preservatives, meaning it can count towards your five-a-day.”
The collaboration marks a first of its kind for Del Monte® and underpins the brand’s commitment to quality, value and nutrition.
Martin Tilney, Senior Commercial Director for Del Monte® UK and Europe, says “Jack Monroe’s ethos around nourishing, convenient and inexpensive eating perfectly aligns with Del Monte’s vision of promoting healthier lifestyles. We have been inspired by Jack’s creativity and passion and are very excited to be working with such an influential and popular cookery author to help to highlight the value of incorporating Del Monte’s nutritious canned products into everyday meals.”
Jack Monroe is an award-winning food writer and bestselling author. Jack started writing her popular blog, A Girl Called Jack, in 2012, detailing living with her son on a food budget of just £10 a week. She has since written several best-selling cookery books. She works with several charitable organisations to teach people to cook and eat well on a low income, and campaigns against the causes of poverty.
To celebrate their new partnership, Del Monte® is also very pleased to announce that they are donating £10,000 to Magic Breakfast – a charity nominated by Jack Monroe. Magic Breakfast aims to end child hunger as a barrier to education by providing healthy and nutritious breakfasts to vulnerable schoolchildren across the UK. The aims of Magic Breakfast are aligned with those of Del Monte® to promote healthy lifestyles for all and to support Jack in her work against food poverty.
The Del Monte® and Jack Monroe partnership will run from 1st December for six-months. All recipes will be available to download from www.delmonte.com.
*Source: AC Nielsen Scantrack Data Total Market 52w/e 03.11.20