We’re thrilled to announce our new partnership with innocent drinks, a brand that shares our passion for making fresh fruit and veg accessible to all. With a shared commitment to helping people live well through the goodness of fruit and veg, this collaboration is a powerful step toward supporting families who struggle to afford to buy and eat the fruit and veg they need to live well.
Why This Partnership Matters
Government statistics show a concerning trend: just one-third of adults and only 12% of 11–18-year-olds in the UK are managing to get their recommended “Five a Day.” The challenge is even greater for families on low incomes. Adults in the most deprived fifth of society eat 37% less fruit and veg than the least deprived, and their children 29%. At Alexandra Rose Charity, we believe that every family should have the opportunity to eat a diet packed full of fruit and veg regardless of their income, which is why partnerships like this one with innocent are essential to our mission.
Through our Rose Vouchers for Fruit & Veg Project, we support families by giving them the means to buy the fresh fruit and veg of their choice from local markets and independent shops. This partnership with innocent allows us to grow that impact even further.
How You Can Get Involved
To officially kick off this partnership, we’re teaming up with innocent drinks and the Co-op to offer a unique way for people to contribute. Until the 19th of November 2024, for every Mango & Passionfruit and Strawberry & Banana smoothie sold in Co-op stores in the UK, innocent will donate the cost of a portion of fruit and veg (£0.24) to our charity. With each smoothie bought, customers will be helping a family afford fresh fruit and veg through our Rose Vouchers for Fruit and Veg Project.
By the end of this year, we anticipate that our partnership with innocent will result in over 520,000 portions of fruit and veg for low-income families. That’s over half a million portions going to homes where they’re needed most, helping parents to provide nutritious meals for their children without the extra burden of cost.
Making an Impact Together
For us at Alexandra Rose Charity, partnerships like this one with innocent drinks are more than just collaborations – they’re powerful actions that help make fresh, healthy food available to everyone in our communities. With innocent’s help, and the generosity of Co-op customers, we’re making a difference one portion at a time.
Thank you to innocent and Co-op, and to everyone who chooses to support our mission simply by purchasing a smoothie. Together, we’re creating a healthier future, where families on any income can thrive with access to the fresh fruit and veg they need.
“At innocent, we’re on a mission to help make sure everyone can access the delicious goodness of fruit and veg – its why our drinks are crammed full of the stuff. Eating a wide variety of fruit and vegetables is key to a healthy and nutritious diet, but we know that lots of us aren’t getting enough of it. Lower-income families face significant barriers to ensuring they can give their children the nutrition they need. Our partnership with Alexandra Rose Charity, and campaign with Co-op marks an ongoing commitment to helping improve access for everyone so they can unlock the health benefits of a balanced diet.”
John Taylor, General Manager for UK & Ireland, innocent drinks
“We are thrilled to be working with innocent drinks and the Co-op to raise awareness of the challenges that families up and down the country are facing in affording to put healthy food on the table for them and their children. Food related ill-health costs the UK 98 billion a year, to the NHS, the economy and society. The long-term consequences of a lack of access to healthy food has a detrimental effect on health, wellbeing, and life chances. Through the funds raised from this promotion, we will be able to help families in need to make sure they can give their children the best possible start with a diet rich in fresh fruit & veg.”
Jonathan Pauling, Chief Executive at Alexandra Rose Charity
“Supporting campaigns that address the issue of food poverty and access to food is important to us and the millions of Co-op member owners, and we are proud to be partnering with innocent on this fantastic initiative across our stores.”
Sinead Bell, Commercial Director, Co-op