Fuel10K unveils FareShare partnership to donate half a million breakfasts

Photo: Jeff Holmes for Fuel10K

Leading B Corp breakfast brand Fuel10K has announced the return of its partnership with food redistribution charity FareShare this February, with an aim to donate its target of over 500,000 portions of porridge.

Throughout the month of February, Fuel10K will be donating a portion of porridge for every pot of porridge sold. All porridge donations will be distributed across FareShare’s network of nearly 9,500 frontline charities, food banks and community groups.

Through on-shelf promotions and nationwide listings with supermarkets, online retailers and convenience stores, Fuel10K expects sales of its protein-boosted Porridge Pots to generate over 500,000 portions of porridge in one month alone.

As prices continue to soar, putting pressure on UK households, new research commissioned by Fuel10K has found that a quarter of Brits are skipping breakfast on a weekly basis, with nearly a third (30%) doing so occasionally, whilst a quarter (25%) skip breakfast more than three times a week.

The Vypr survey on over 1,000 UK adults at the end of 2022 found that breakfast is the meal respondents would be most likely to skip in order to make savings (39%).

Returning for a third year following the success of the 2022 partnership, the team at Fuel10K is hoping to match last year’s donation of more than 500,000 portions of porridge.

“We’re delighted to be partnering with FareShare again this February for the ‘You buy a pot, we donate a portion’ campaign. Now more than ever, household budgets are being pushed to the limit, and it’s hugely concerning that such a staple meal is being skipped by so many in order to make savings. We hope that the porridge donations can play a small part in supporting FareShare’s great work to reach the people that need it most,” Scott Chassels, managing director of Fuel10K, said.

“Last year we donated over 500,000 portions of porridge to FareShare, we’re hoping to match that this year. During February we are encouraging our customers to share the message, by posting their porridge on social channels. We hope that #PostYourPorridge will help to reach even more porridge lovers who may not already know about our drive to donate more portions of porridge to FareShare. Fuel10K porridge pots are not only a convenient, budget-friendly, on-the-go breakfast, but every pot bought equals an extra porridge donation to FareShare.”

Lindsay Boswell, FareShare chief executive said: “We are delighted to be partnering with Fuel10K again this year to help us get much needed breakfast portions to the nearly 9,500 charities we support. With the cost of living crisis forcing millions of people to seek support from their local charities and community groups, the need for food from FareShare has skyrocketed. That’s why Fuel10K’s generous donation will go a long way to help us get food where it’s needed most.”

The FareShare porridge donation partnership will run from 1t February to 28 February 2023.