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Working towards unlocking 1 million feeds for families in need
Bonya, a new brand of baby formula by Kendamil, have teamed up with us to give back to communities across the UK. Not only will Bonya be affordable without compromising on quality, it also has a social mission at it’s core.
The Food Foundation found that in January 2024, 1 in 4 (26%) mothers said they struggled to afford formula. The Child Poverty Action Group found that families with babies under one are at a greater risk of poverty. Their research showed that a staggering 4.3m children are currently growing up in poverty in the UK. That’s the equivalent of 9 children in each classroom.
Having a new baby should be a magical time and Bonya want to ensure, despite the rising cost of living, all new parents can access good quality formula should they need it and prevent them having to make tough choices between heating or feeding their families.
Across the UK today, families are struggling to feed their babies. Every 10 boxes of Bonya sold means 1 box will be donated to us, and we’ll ensure the people who need it can access the formula. Together we believe every child deserves the right to thrive, not just survive.
Through the partnership and with the support of shoppers across the UK, our joint aim is to unlock one million feeds for families in need.
The difference it will make
62% of organisations in our network support pre-school aged children (and their families) and 43% of organisations say they need more baby items for the winter months ahead.
In the midst of rising child poverty and the increasing cost of living, many families across the UK are struggling to afford necessities like baby formula. This initiative will help to close the gap for families who are forced to choose between paying bills and feeding their children, especially as we approach winter months when bills soar and budgets are strained.
“Demand is through the roof at the moment across baby banks like mine. We simply cannot keep up with the demand for formula or baby food. We have upset, stressed mums on a regular basis worrying about how they will feed their children.”
– A baby bank in our network
“We’re thrilled to partner with Kendamil on the launch of their new Bonya baby formula. Through our network of charitable organisations, we see a rising demand for support as more parents and caregivers struggle to access the products they need to live well. For every 10 packs purchased, one will be donated to provide essential nutrition for babies across the UK. This partnership will make a significant impact and will help thousands of UK families – We’re so proud to be involved.”
– Marc Greene, Acting CEO at In Kind Direct
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IMPORTANT NOTICE: Breastfeeding is best. Follow-on milk is for age 6 month+ as part of a mixed diet. Speak to a medical professional.
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