Natures Way Foods has pledged to raise £10,000 for breast cancer charities via its Lasting Leaf brand.
The company has pledged donations from sales of its Sweet & Crunchy and Crispy Crunchy variants, with packs having been re-designed with ‘Tickled Pink’ resealable packaging. Sweet & Crunchy features baby pink colours and Crispy Crunchy has fuchsia.
Gondola-end displays will feature in stores, while a PR and marketing drive will further push the message in consumer media, Twitter and Facebook. Employees at Lasting Leaf factories will also be holding a Pink Day in support of Breast Cancer Month.
Lasting Leaf marketing manager Melanie Dean said: “One in eight women will be diagnosed with breast cancer in their lifetime. This is why Breast Cancer Campaign and Breast Cancer Care are such worthwhile causes.
“Breast Cancer Campaign helps fund innovative, world-class research into fighting the disease; Breast Cancer Care provides expert information and professional support for people with breast cancer and their families.
“Although the main risk factors for breast cancer are out of our control - being over the age of 50 and being female - leading a healthy lifestyle can help to reduce the risk of developing a variety of diseases. This is why Lasting Leaf is delighted to be supporting Asda’s Tickled Pink campaign and these charities.”
Asda’s Tickled Pink campaign is in its 16th year and has generated over £29 million for the two charities to date. The retailer runs the initiative in September and October.
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