Sainsbury’s unveils magical mince pie windows to spread festive cheer and fight food poverty
From today, four major UK cities will host Sainsbury’s ‘Magical Mince Pie Windows’, marking the launch of their December mince pie donation campaign for Comic Relief.
Every penny from sales of by Sainsbury’s and Free From Classic mince pies until the New Year will support families facing food poverty. Over two days, the pop-up windows in London, Birmingham, Newcastle, and Manchester will give away 12,000 mince pies and spiced tea for free, with visitors encouraged to donate £1.
Inspired by Florence’s historic wine windows, the initiative brings festive cheer with the support of Shirley Ballas at the London launch. Visitors can enjoy treats while contributing to Sainsbury’s goal of feeding over five million families this winter.
Sainsbury’s research revealed Brits’ quirky mince pie habits: 40% nibble, 51% eat theirs plain, and 38% pair them with cream, ice cream, or brandy butter. On average, Brits consume five mince pies over the festive season, with 70% preferring shop-bought.
Ruth Cranston, Sainsbury’s Director of Corporate Responsibility, said: “Every mince pie sold supports those in need. Our Magical Mince Pie Windows offer a fun way to give back this Christmas.”
Samir Patel, Comic Relief CEO, added: “Your donations will provide essential meals to families facing hardship, bringing festive goodwill to life.”
In addition to mince pies, 10p from every festive sandwich sold will go to Comic Relief, alongside £200,000 from Sainsbury’s Nourish the Nation Christmas products. Donations will support charities tackling food poverty, such as FareShare, The Trussell Trust, and City Harvest.
Customers can also donate at tills, online, or through Nectar points, ensuring vital support reaches communities during the winter months.
Find out more here.
