Hellmann’s partners with Human Appeal to launch ‘Iftar for All’

Image by Human Appeal

At a time when UK shoppers are feeling the pinch, Hellmann’s wants to offer families in need – whether observing Ramadan or not – the opportunity to enjoy Iftar meals without worry or waste. Working with UK charity Human Appeal, Hellmann’s will offer free ‘Iftar for All’ food parcels for those who need it most this Ramadan.

New research, based on a national pool of 500 respondents with 3Gem Research & Insights, reveals that almost two thirds (65%) of people are concerned about the increased costs of food for Ramadan celebrations this year – either due to budgets already being stretched or needing to cater for more people this year. It also shows that three quarters (78%) of people spend more on food items during Ramadan than at any other time of year2, with half (50%) spending more than £91 on their weekly shop for Iftar meals during the month of Ramadan.

In response, the ‘Iftar for All’ initiative will be available to people across the country throughout the month of Ramadan and will see free food parcels distributed across the London, Birmingham, and Manchester regions.

To create the parcels, Hellmann’s partnered with Afia Begom of Afelia’s Kitchen, a British-Bangladeshi chef and recipe developer, who handpicked a selection of ingredients that pair together to create a week’s worth of tasty Iftar meals, without waste. The ingredients will include a mix of non-perishable, halal food products that can be consumed by all, including chickpeas, dates and Hellmann’s Real Mayonnaise.

With food waste occurring more during a change in regular eating habits – such as festivals and holiday periods – these moments can become even more costly for those celebrating. Three quarters (75%) of those surveyed said they were concerned about the issue of food waste over this celebratory month and as many as two in five (44%) said they threw away uneaten or leftover food during previous years’ Ramadan celebrations. Of those polled on how they will minimise costs this Ramadan, almost half (47%) said they would be making more use of their leftovers, while another 37% said they would be sharing more of their excess food with people who needed it. With the research in mind, and as people in the UK increased their Google searches for leftover recipes by 125% this year1, the parcels will feature recipes for traditional Iftar meals, created by Afia, alongside inspiration in how to make the most out of the ingredients you have while minimising waste.

The Iftar For All food parcels will be available at the selected beneficiary centres, including Sufra Foodbank in London, Birmingham Central Mosque and Homeless Aid UK in Bolton. Parcels will be available for collection from 3rd April 2023 nationwide, and will be facilitated by Human Appeal, a British-based international relief charity.

The trial initiative from Hellmann’s and Human Appeal hopes to trigger public awareness of food waste and poverty in the UK and encourage people to consider their food waste over celebratory periods, such as Ramadan, by using up or sharing their food and leftovers where they can. Last year, Hellmann’s helped over 13,000 Brits start their food waste journey4, following the launch of its Fridge Night app in the UK; a free digital app designed to help people reduce the food wasted in their homes and save money each week.

Rachel Chambers, Hellmann’s Brand Manager, says, “We’re proud to be working with the Human Appeal to support those in need on the occasion of Ramadan this year. At Hellmann’s, we’re on a mission to reduce food waste and we know celebratory occasions can result in even more leftover foods. That’s food and money that families could be saving.

“In previous years, we’ve supported organisations like the Ramadan Tent Project and the Shahid Afridi Foundation foodbank through work with That Fat Cow. We hope this year’s initiative will really help some families across the country, whether they are sharing an Iftar meal with loved ones, or simply struggling to afford food during these difficult times.”

Human Appeal, founded in Manchester in 1991, provides ongoing humanitarian support at home and abroad, including alleviating hunger and poverty.

Owais Khan, Deputy CEO at Human Appeal, said, “We’re so pleased to be partnering with a power brand like Hellmann’s during Ramadan to kick-start an inclusive call to action to support those in need in the country while also raising awareness around hunger, food security and reducing food waste. Sharing food and Iftar is in the spirit of special occasions like Ramadan, and we want to show people how they can share and give back to those in need around them.”

Semrush search trend data revealed that UK Google searches for food banks increased by 123% in the last year1, and with the launch of the pilot Iftar For All initiative, Hellmann’s and Human Appeal want to encourage the spirit of charitable giving this Ramadan to include more people.

For people wanting to receive one of the FREE Iftar for All food parcels, they can check their eligibility by contacting one of the participating beneficiaries from 3rd April.

For those looking to save money by cutting down on food waste this Ramadan and beyond, Hellmann’s and Human Appeal want to show people how they can be more resourceful with the food they have by sharing recipes for Iftars on a budget and easy ways to use up leftovers for great-tasting dishes, available for free on the Hellmann’s website at: https://www.hellmanns.com/uk/ramadan2023.html

People can also donate via the Human Appeal website (https://humanappeal.org.uk/appeals/human-appeal-at-home) to provide support and funds to help combat hunger at home and abroad.