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Tilda Supports United Nations World Food Programme with Limited Edition Packs

Tilda’s Mums Helping Mums campaign to support WFP’s Mother & Child Nutrition programmes through an initiative on specially-marked Tilda Pure Basmati 5kg bags.

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June 24, 2013 4:58 by



Tilda is encouraging consumers to help provide nutritional support to new and expectant mums in developing countries through a cause-related marketing initiative with the United Nations World Food Programme (WFP).  The campaign will be launched in the UAE during the Holy Month of Ramadan.

The partnership aims to connect women throughout the world through the shared experience of cooking, and feeding their families – creating a long-term bond between mothers who buy Tilda and mothers in need in developing countries.

Tilda’s Mums Helping Mums campaign will support WFP’s Mother & Child Nutrition programmes through an initiative on specially-marked Tilda Pure Basmati 5kg bags. For every bag sold, Tilda will donate two nutritional meals to a mother in need.

To promote the campaign, Tilda is offering a free recipe book which can be downloaded through Tilda’s corporate website www.tilda.com. The book includes recipes from celebrities, bloggers and a few of Tilda’s own favourites. For every book downloaded Tilda will donate a meal to a mum.

Deepak Thawani, Regional Manager at Tilda, Middle East comments: “Mums Helping Mums is an initiative taken by Tilda to support the World Food Program to provide nutritious meals to expecting and new mothers in developing countries. During the Holy month of Ramadan Tilda will be supporting the United Nations World Food Program to combat world hunger. For each limited edition pack sold, Tilda will donate an equivalent of two meals to WFP which will help them reach out to thousands of mothers and children across the world”.

Ashraf Hamouda, Head of Partnership & Business Development, United Nations World Food Programme, MENA, Eastern Europe & Central Asia, adds: “Good nutrition in the first 1,000 days of life is so essential to the strong and healthy development of a child, which is why WFP focuses its nutrition programmes on pregnant women, new mothers and young children. Partners like Tilda help us bring greater attention to this important cause.”

The Tilda Pure Basmati Mums Helping Mums 5Kg bag will be available in all major supermarkets across the UAE from July onwards.

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