Ben’s Original is joining forces with BBC Children in Need in a major new partnership that combines purpose, visibility and social impact. The rice brand, owned by Mars Food & Nutrition, has pledged £200,000 to support children and families across the UK who are struggling with poverty and food insecurity.
Limited-edition “Pudsey Packs” hit shelves nationwide
To bring the collaboration to life, Ben’s Original is rolling out limited-edition “Pudsey Packs” of its best-selling microwave rice pouches this week in Tesco, Asda, Morrisons, Co-op and Nisa.
Each pouch — available in popular varieties such as Golden Vegetable, Basmati and Spicy Mexican — features a QR code linking directly to donation channels for BBC Children in Need.
The packs highlight the charity’s famous mascot, Pudsey Bear, turning a simple pantry staple into a symbol of solidarity.
From store shelves to national screens
Beyond packaging, the campaign extends into in-store activations and fundraising drives leading up to BBC Children in Need’s annual live show on 14 November. The idea: make giving easy, visible and emotionally engaging — where every meal can help another child eat better.
A brand purpose rooted in access and inclusion
The initiative is part of Ben’s Original’s “Keep It Original” purpose platform, focused on helping all children reach their full potential by improving access to nutritious food.
Nick Reade, General Manager at Mars Food & Nutrition UK & Ireland, explains:
“Every child deserves the chance to reach their full potential. Partnering with BBC Children in Need allows us to take meaningful action on the rise of poverty and food insecurity.”
For Liz Woodham, Head of High Value Partnerships at BBC Children in Need, the partnership embodies collective action at its best:
“Every penny raised through this campaign will help make life a little lighter for children and young people across the UK.”
By turning a national fundraising moment into a brand-driven call for empathy and inclusion, Ben’s Original shows how fast-moving consumer brands can bring their purpose to the table — literally.
