Asian-inspired brand KellyDeli, owner of leading sushi franchise, Sushi Daily, raised more than £33,000 for Action Against Hunger during the festive season.
In a campaign running from 23 November to 06 January, KellyDeli donated £1 of every Hikari Mix sushi platter sold to help save the lives of malnourished children.
This is the third time within a year that KellyDeli has partnered with Action Against Hunger to support some of the world’s most vulnerable individuals.
Previous drives included the launch of Forgotten Ends in spring; a product made from the end pieces of sushi rolls which would otherwise go to waste, and the #passitwiththechops Instagram campaign to mark World Food Day in October.
KellyDeli’s corporate responsibility manager Celine Ricord said: “Tackling hunger and malnutrition has always been at the heart of KellyDeli’s culture, so it seemed only natural to partner with a charity like Action Against Hunger which shares that same goal.
“Every pound donated has contributed towards emergency food, education and hygiene kits for families in need, so to raise a sum of £33,000 is just phenomenal.”
KellyDeli’s Hikari Mix formed part of the brand’s annual Christmas campaign which offered shoppers the chance to try a twist on the usual cheeseboard, canapés or even Christmas dinner with its range of freshly handmade sushi platters.
The Hikari Mix, available at Sushi Daily counters in select Waitrose and Asda stores, featured 36 pieces of hand-rolled sushi including three salmon nigiri, three tuna nigiri, six maki California, six maki salmon, six roll’n salmon cheese, four maki avocado and eight veggie crunch rolls.
The campaign ran across ten countries including the UK, Italy, Belgium, Germany, Denmark, Finland, Netherlands, Portugal, Spain and Sweden.
Jean-Michel Grand, executive director of Action Against Hunger UK, said: “We are so grateful for KellyDeli’s continued support during these unprecedented times. Covid-19 has sent shockwaves around the world, but invariably it will be the world’s poorest who suffer the hardest and longest. KellyDeli’s support means more children will win their battle with life-threatening hunger and, in these difficult times, that is something to celebrate.”
Action Against Hunger has led the global movement to end world hunger for more than 40 years, with teams working in just under 50 countries to implement programmes which tackle the causes and effects of hunger including nutrition, water, sanitation and mental health.