Hovis announced how it will continue to support the Child Food Poverty Task Force by working with Marcus Rashford MBE and renowned British celebrity chef and Hovis brand ambassador Tom Kerridge to help provide the nation with tasty, accessible recipe inspiration. Their national food education programme, FULL TIME, aims to make sure no child goes to bed hungry, by promoting dishes that can be created using the Government’s Healthy Start vouchers, to help remove the stigma of food poverty.
A proud member of Marcus Rashford’s Child Poverty Task Force and partner of FareShare, Hovis are also sponsoring FULL TIME. The brand will be supplying the initiative with its Best of Both loaves, recently re-launched with a new recipe that’s rich in Vitamin D to help support the immune system. As Hovis brand ambassador, Tom Kerridge is set to create five recipes featuring Best of Both, inspiring families to make this wholesome Hovis loaf go further.
Health and immunity remain at the front of minds and the benefits of Vitamin D are believed to be even wider than just maintaining bone and muscle health and helping the normal function of immune systems. As such, Public Health England (PHE) has set out a recommended daily intake for Vitamin D1 of 10 micrograms.
Hovis Best of Both loaves are rich in Vitamin D, which helps to support the immune system, a source of fibre and protein, rich in calcium to maintain normal teeth and bones and also low in fat and sugar.
The brand has continued to support the food redistribution charity FareShare since the pandemic started. In January 2021, Hovis committed to donating 250,000 loaves of Best of Both to FareShare, enough to help families living in food poverty make 2.5 million Best of Both sandwiches – as part of its plan to double the overall number of loaves it donated to FareShare in 2020.
Many families facing food poverty are eating to survive, rather than thinking about fun or nutritious meals. So together, Tom and Marcus hope the campaign can help those most vulnerable by teaching them food skills that allow them to live healthier, improved lives. They will provide the nation with 52 inspiring recipes in total, one released each week, created with three aims in mind: to be low cost, substantial and easy to make.
Marcus Rashford is doing a phenomenal job at shining a light on the nation’s child food poverty issue, even persuading the Government to increase the Healthy Start voucher value from £3.10 to £4.25 from April 1 2021.
The initiative’s overall vision is to call FULL TIME on child food poverty – with the belief that by providing easy low-cost recipes to families in need, that each use ingredients Healthy Start vouchers can buy, it will reduce the stigma around using them. Each meal will be launched with an exclusive recipe card, distributed in a select number of supermarkets and schools, as well as a cookalong video with Tom and a celebrity guest.
Nina Shanahan, Hovis’ Head of Marketing said: “Hovis is proud to continue its partnership with the Marcus Rashford Child Food Poverty Task Force, by sponsoring the FULL TIME campaign with Best of Both, now rich in Vitamin D. FULL TIME mirrors our ambition to provide more families with great-tasting products and recipe inspiration for easy, accessible meals. More importantly, it’s working to remove the stigma surrounding food poverty – an issue which has grown exponentially amidst the pandemic.”
Tom Kerridge said: “Marcus and I are super proud to be working together, with the support of brands like Hovis Best of Both, to spread the message of how easy simple cookery can be, for even the most inexperienced of cooks. We don’t want you to be fighting with your kitchen, and we don’t expect you to have lots of equipment, you can still make great tasting, fun and filling food.”
Marcus Rashford said: “Following Government investment into Healthy Start it was important to me that we demonstrated the power in collaboration. We needed to come up with a creative project that really engaged children most in need, preparing them for what adult life has to offer, whilst also attracting all children to break down stigma around usage of the vouchers. I’m proud of what we’ve done here, I’m thankful for Tom, thankful for the Child Food Poverty Task Force members and brands such as Hovis Best of Both, I can’t wait to see what the response is.”
To stay up to date on the latest, trends, innovations, people news and company updates within the global bakery market please register to receive our newsletter here
Media contact
Kiran Grewal
Editor, International Bakery
Tel: +44 (0) 1622 823 922
Email: editor@in-bakery.com
