BASMATI rice brand Tilda has partnered with Bake Off star Ruby Bhogal and the United Nations World Food Programme for a campaign that aims to help fight malnutrition in Bangladesh.
The ‘Helping Mums Together’ initiative will culminate on Mother’s Day, and Bhogal has created a special Mother’s Day Dish to raise awareness of the campaign.
Bhogal said: “I have developed my Mother’s Day Dish using Tilda rice – an ingredient that is symbolic of essential nutrition.
“By encouraging the UK to follow suit and get cooking this recipe for their own mothers, I truly believe that we can make a direct impact and Help Mums Together this Mother’s Day.”
For every pack of specially marked Tilda Pure Basmati Rice sold, the company will donate the funds to provide at least one nutrition-boosting meal to a new or expectant mother.
This is the fifth year Tilda is partnering with the World Food Programme.
In total they have donated four million nutrition-boosting meals to mothers in need, with 1.8 million more meals projected through this year’s campaign.
Anna Beheshti from Tilda said: “We understand the vital role food plays in bringing families together, and this campaign is one way we can support those for whom good nutrition is not easily accessible.”
Available in multiples and convenience stores nationwide, the specially marked Tilda rice packs will be on shelf from February 25 until the end of April.