Raise a Smile

 

October 20th 2020, London - Lyle’s Golden Syrup, the iconic UK brand and essential store cupboard baking ingredient, today announces a partnership with anti-poverty charity, the Trussell Trust, which supports a network of food banks across the UK, and a collaboration with the 2016 Great British Bake Off winner, Candice Brown.

 

There has been a huge rise in people needing food banks as a result of Covid-19. At the start of the pandemic, around half of people who used a food bank had never needed one before, and this winter six food bank parcels are forecast to be given out every minute.

 

The Trussell Trust is working with its network of food banks to provide emergency help to people right now, and work towards a future where everyone has enough money for essentials. In support of their vital work, Lyle’s are ‘Raising a Smile’ through every purchase of their 454g Lyle’s Golden Syrup tin. With 20p from each limited-edition tin going directly to the Trussell Trust, Lyle’s will donate £40,000 from the initiative to support people who can’t afford food while working towards a future where everyone can afford the basics. The tins will be on sale from late October at all major grocery retailers.

 

Bringing a smile to friends, family, neighbours and colleagues through baking, Lyle’s is delighted to collaborate with Candice Brown throughout the ‘Raise A Smile’ campaign. Candice, who started baking when she was just four-years-old, went onto win the seventh series of The Great British Bake Off in 2016, and this month will be offering consumers the chance to bake along with her live. Hosted on her Instagram platform, @candicebrown, a public poll will decide which of two gift bake recipes Candice will demonstrate. The winning recipe details will be provided ahead of the live demonstration so consumers can purchase ingredients and bake along at home.

 

Sara Metcalfe, Marketing Manager at Lyle’s Golden Syrup said: “We are incredibly proud to be partnering with the Trussell Trust on such an important initiative in what has been an incredibly difficult year. We’re thrilled to be working with Candice, she is such an influential baker and know that this initiative certainly will help raise smiles”.

 

Candice Brown said: “I’m so excited to host a live bake along for such an important cause. The two recipes I have created for the public to vote between are delicious - may the best one win!”

 

Supporting a nationwide network of 1,200 food bank centres while protecting people from poverty, the Trussell Trust’s fundamental support is more important now than ever before. 

 

Emma Revie, CEO of the Trussell Trust said: “We are so grateful to Lyle’s and Candice Brown for their support during these difficult times. This donation will help us continue to support our network of food banks to provide the best possible emergency help to people referred at an uncertain time. But ultimately, no one should need to use a food bank. The money raised will not only help us support people in crisis today, but also help us work towards a future where everyone has enough money for the essentials in life. We couldn’t continue to do what we do without this kind of support”.

 

Continuing to Raise a Smile, Lyle’s are encouraging the nation to bake for friends, family, neighbours and colleagues. Lyle’s has developed a range of online recipes to inspire at-home baking using the limited edition 454g Lyle’s Golden Syrup tin, sharing a little cheer through the simple act of baking. Recipes include Cherry Bakewell Flapjacks and Laidback Blueberry Muffins.

 

In striking gold with the classic arch turned on its head to depict a smile, the cleverly designed ‘Raise a Smile’ tin is set to stand out on supermarket shelves. The limited-edition product is available to purchase at all major grocery retailers from late October 2020 whilst stocks last.

 

This isn’t the first charitable tin from Lyle’s, earlier this year Lyle’s launched a limited edition tin to commemorate VE Day with £25,000 donated to the charity, Help for Heroes.

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