Wall’s Pastry teams up with Action Against Hunger to tackle food poverty in UK

Wall’s Pastry, the UK’s No.1 sausage roll brand, has announced a new charity partnership with Action Against Hunger, pledging to donate 5p from every pack sold of its 10x55g sausage rolls.  

Funds raised through the initiative will support Action Against Hunger’s work to tackle hunger in areas of high poverty across the UK.  

The announcement follows an exceptional year of growth for Wall’s, which is massively outperforming the market, achieving +40% growth in value and +36% in volume in the past 52 weeks {1}. Wall’s is now utilising its brand presence and resonance with shoppers to support Action Against Hunger’s mission to put an end to hunger across the UK.  

Action Against Hunger collaborates with local partners in UK regions facing high child poverty rates, improving access to foods through surplus food distribution. Funds raised through Wall’s initiative will support the upkeep of these centres and help purchase essential food supplies for those in need. Wall’s will also contribute products to food donation facilities over the Christmas season and into the new year.  

Jason Manley, Brand Director at Wall’s Pastry, part of The Compleat Food Group, said: “Our philosophy is, ‘When Hunger Call’s, Grab a Wall’s’. However, we recognise that for many people across the UK, food is a necessity in short supply. As a leading food brand, we understand that our responsibility goes beyond creating high-quality, delicious and good value food that people love to eat. That’s why we couldn’t be prouder to announce our partnership with Action Against Hunger. 

“We encourage consumers looking to satisfy their hunger to pick up a 10-pack of our favourite sausage rolls. By doing so, they’ll not only enjoy a tasty treat but also contribute to the fight against hunger here in the UK.” 

{1} Circana data, 52 weeks to 1st September 2024