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Tesco teams up with suppliers to tackle hygiene poverty with In Kind Direct

Sophie Smith
13 May 2024

Tesco has joined forces with its suppliers at Andrex, Aquafresh, Bodyform, Radox, Sure and Wilkinson Sword to help distribute millions of personal care items to people who are in need. 

Until 11 June, for every two purchases by Tesco customers from a selection of essential hygiene products, the suppliers will donate a third hygiene item directly to charity, In Kind Direct.

The donations will then be distributed by In Kind Direct, which was founded by King Charles III in 1996 and works with thousands of charities, community groups, foodbanks and schools across the UK to get hygiene products into the hands of people who need them.

Rosanne Gray, CEO at In Kind Direct, said: "We know hygiene poverty disproportionately affects those already struggling, but research shows that financial difficulties are now impacting everyone.

"It’s something that requires collective action, which is why we’ve formed this partnership with Tesco and some of our committed corporate partners to help reduce hygiene poverty in the UK."

The partnership follows recent research commissioned by Bodyform owner Essity in partnership with Tesco and In Kind Direct, illustrating how people are currently experiencing hygiene poverty.

The survey, which was carried out between 21-27 March, found that families are often impacted, also revealing that those who have struggled to buy hygiene products during the last year have had to borrow from friends or family (30%), use free products in public areas (26%) or received items from a charity (21%).

Thomas Maier, Category Buying Manager for Beauty and Personal Care at Tesco, said: "This new research highlights how the number of families being impacted by hygiene poverty has grown in recent years.

"That is why the work done by In Kind Direct to help people is so important and we are really pleased to be working again with our suppliers to provide hygiene products where they are needed most."

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