Tilda is hosting a ‘Mums Helping Mums’ initiative with the United Nations World Food Programme (WFP), to help support new and expectant mums in Bangladesh – a country where 36% of children under five are undernourished.
Tilda’s ‘Mums Helping Mums’ campaign is a three-year commitment that will support WFP’s Mother & Child Nutrition programme through specially-marked Tilda Pure Basmati 1kg and 5kg packs and Tilda Steamed Pure Basmati pouches. For every pack sold, Tilda will donate the funds to provide at least one nutrition-boosting meal to a new or expectant mum during the critical years of child development.
The incentive will be further supported by a ‘Mums Helping Mums’ cookbook, featuring recipes donated by some of the UK’s favourite well-known mums and foodies.
The campaign will be supported by Shopper, PR, Digital and Social.