Leading frozen food retailer Aunt Bessie’s has partnered with Shelter, a charity that works among the homeless, to raise funds to help fight bad housing and homelessness. The company will donate 100 percent profit from the sale of packs of Homestyle Yorkshires with the Shelter logo to the cause.

The promotional packs are available in all major supermarkets since 28 January at £1.65. The charity, according to their impact reports, helps more than 4 million people a year.

The company has raised £20,000 last year for Shelter with a similar charitable promotion, tying with the National Yorkshire Pudding Day. This year’s promotion also coincides with the celebration of National Yorkshire Pudding Day 2018 on 4 February. The company aims to double the donation to £40,000 this year by extending the length of the campaign.

Nicola Jackson, Brand Communications Marketing Manager at Aunt Bessie’s, said: “The work the charity does is simply fantastic and vitally important to millions of people. As a brand that is built on providing a helping hand, we wanted to do something to support an issue that is close to our hearts and so once again we wanted to do something to help.

Andy Harris, director of fundraising at Shelter, said: “We’re delighted that Aunt Bessie’s has chosen to support Shelter again for National Yorkshire Pudding Day. Right now more than 65,000 families are homeless in Britain, and thousands of them desperately need our help.

“The profits from every Shelter branded pack sold will go towards tackling bad housing and homelessness, and mean that we can continue to be there for everyone who needs us.”

According to a YouGov survey, around three million families are just one wage slip away from being homeless in the country. Shelter runs a free, national telephone advice line giving immediate and practical assistance to help fight bad housing and homelessness.