Tilda to run ‘Helping Mums Together’campaign in Bangladesh for the sixth year


POPULAR rice brand Tilda and the United Nations World Food Programme (UNWFP) are taking part in an initiative to provide nutritious meals for underprivileged families.

Asian chef Cyrus Todiwala is part of the ‘Helping Mums Together’ campaign which sees specialised meals aimed at combating low birth weight in Bangladesh for the sixth year.

Each specially marked Tilda Pure Basmati Rice pack will fund an equivalent of one nutrition-boosting meal to a new or expectant mother or young child as the Asian country fights malnutrition and low birth weight.

The meals are given in the form of a super cereal for mothers and a super cereal plus for children, which are vitamin- and mineral-enriched porridge.

“It is great to see a company as influential as Tilda is working with the World Food Programme for those in need,” Todiwala said.

“Nutrition is important to children in their first 1,000 days, in ensuring proper physical and cognitive development, and the ‘Helping Mums Together’ campaign directly targets this vulnerable group of people.”

Every month, the WFP provides specialised nutrition to more than 225,000 women and children at 34 nutrition centres in refugee camps in Cox’s Bazar, Bangladesh, according to a statement.

Tilda, with more than 50 years of experience within the rice category, has donated the equivalent of almost six million nutrition-boosting meals through the programme in the past five years.

Todiwala, who runs a restaurant in London and also appears on TV cookery shows, will create and share one of his favourite recipes as part of the collaboration.

“The work that we do with both refugees and local people in and around Cox’s Bazar is a vital part of our programme,” said Jane Howard, head of communications, advocacy and marketing at the World Food Programme’s London Office.

“Nutrition and food security are at crisis levels in Cox’s Bazar with 80 per cent of new arrivals fully dependent on humanitarian assistance. Tilda’s support over the past five years has contributed to the wellbeing of those most at risk.”

“We are actively working to provide more economic opportunities, such as setting up a farmers’ market where local smallholders, including women who have received WFP training in entrepreneurship, can sell their produce to refugees.

The special packs of Tilda Pure Basmati Rice and Tilda Basmati Rice pouches are available at all major retailers.