Sainsbury’s is taking a fresh approach to tackling school holiday hunger by funding both meals and activities for children to help create memorable experiences, as new research shows that food is integral to our memories. New research commissioned by Sainsbury’s found that 72% of Brits say that food is an important part of their memories, with moments of connection with family and friends (43%) and positive memories of childhood (37%) being the ones we most closely associate with food.
Almost two thirds (64%) of Brits say that they associate food with positive moments and memories – and this connection is even stronger in the summer months, with the over a third reporting that the season evokes strong food memories (42%) as picnics, barbeques and summer sharing plates become a regular occurrence with improved weather.
But for the estimated 7.3 million people across the UK who will face food poverty this summer the reality is very different. Many individuals’ experiencing food poverty report feeling “stressed”2 about providing meals for their families over the summer and struggling to create fun memories against cost-of-living pressures.
To make sure that families can make more joyful memories and have access to the food they need to thrive, Sainsbury’s and Comic Relief have teamed up to fund over 100,000 holiday club places in the UK this summer, through a donation from the retailer of £1.8m, providing children with free, healthy meals and access to memory-making activities such as cooking, music lessons and sports.
And to supercharge its fundraising efforts over the difficult summer months and beyond, every penny* of Sainsbury’s own-label pasta sold between the 9th of July to the 1st of August will be donated to Comic Relief to provide 1 million meals to families experiencing food poverty during school holidays.
With over 850,000 packs of pasta sold on average each week at Sainsbury’s, this affordable and filling family favourite is a staple in households across the country and will help to drive fundraising efforts to support communities during a time when help matters most.
Ruth Cranston, Director of Sustainability at Sainsbury’s commented: “Summer is a time where food shapes joyful memories for many people across the UK, but with food poverty remaining one of the most urgent challenges of our time, the reality for millions of families this summer will be very different
We’re supporting incredible organisations through our Nourish the Nation programme to alleviate food poverty and help everyone access quality, nutritious food. This includes our support for holiday clubs over the summer as well as funding for 15 new school-based food clubs around the UK that will provide year-round support to families facing food poverty.
But there’s more to be done, so we’re delighted that our customers can play their part this summer by purchasing their favourite Sainsbury’s own-label pasta, helping us to fund 1 million meals and bringing us closer to a future where everyone has access to the joy of good food, every mealtime.”
While some support for children and families facing food poverty over the holidays is provided through Government funded food and activity clubs, it can be limited covering only part of the summer holidays, lacking provision in Scotland and Wales, and unavailable in Northern Ireland. It’s also estimated that 900,000 children experiencing food poverty in England will be ineligible for support that they need3. Our donation will support people across the UK who are unable to access this support.
A parent whose child attended a holiday club, funded by Sainsbury’s and Comic Relief said: “Although I work, I don’t have extra money once the bills are paid. I was really down and felt awful that I couldn’t afford to give my daughter fun times over the holidays. The holiday club was amazing, it picked me up and made me feel better as, although I am skint, my daughter still had some amazing times during the holidays.
“I can’t thank the club enough for saving our summer holidays. My daughter benefited loads as she learned some independence, social skills, and made new friends all whilst having fun.”
Samir Patel, Chief Executive of Comic Relief said: “The number of children at risk of going hungry over the summer holidays is deeply concerning. Many parents will find it incredibly difficult, or even impossible, to find the extra money to provide more food at home with household finances already stretched to breaking point.
Holiday clubs are a vital lifeline for families who are struggling. We are proud to be working with our partner, Sainsbury’s, to provide thousands more holiday club places for those who need it most this summer and even more for future school holidays. The fantastic organisations we fund across the UK not only provide hot nutritious meals, but a safe place for children to have fun and enjoy their time off school, as every child should.”
Sainsbury’s customers can help to fund vital initiatives that support families in future school holidays by purchasing own-label Sainsbury’s pasta until 1st August, with every penny* from the sales donated to Comic Relief to fund initiatives for next summer, or by making a monetary donation in store, online or via Nectar.
1 Food Foundation Food Insecurity survey, February 2025
2 Based on feedback from individuals using services funded by Sainsbury’s and Comic Relief
3 Child Poverty Action Group analysis of Department of Education FSM data, June 2024
The research was conducted by Censuswide, among a sample of 2,000 UK nationally representative respondents. The data was collected between 07.07.2025 – 09.07.2025. Censuswide abides by and employs members of the Market Research Society and follows the MRS code of conduct and ESOMAR principles. Censuswide is also a member of the British Polling Council.
*T&Cs – See here.
