The Collective has created new Honeyed Plum & Stem Ginger Limited Edition gourmet yoghurt to raise money for The Community Heartbeat Trust.

The idea comes following co-founder Mike Hodgson’s tragic death last year from a sudden cardiac arrest.

Inspired by one of Mike’s favourite fruits, which he always had for breakfast, the Honeyed Plum ‘n’ Stem Ginger Limited Edition features The Collective’s signature thick and creamy yoghurt with a double layer of British Victoria plum conserve, infused with Mexican orange blossom honey and warmed with a kick of crystallised stem ginger.

The Collective pledge to raise a minimum of £15,000. Five pence from each pot sold (rrp £2.00 per 450g pot) will be donated to the initiative, as part of a national campaign to bring at least 10 retired red telephone boxes back to life by fitting them with life-saving defibrillators.

The limited edition is going to be available from 27 August to the end of November. 

The brand is also hosting a 350 mile, five day charity bike ride with 20,000 feet of climbing from the 2nd to the 6th September 2016. Participants will raise money, receiving donations via:

Amelia Harvey, Co-Founder of The Collective with Mike Hodgson, says: “As Co-Founder of The Collective, Mike was a man of great vision and an inspiration to us all. He had an enormous sense of fun, loved the outdoors and big adventures and was adored by family, friends and work colleagues.”