Coffee brand Lyons has formed a three-year partnership with veterans’ charity Help for Heroes, as it seeks to raise £1 million through the sale of its latest coffee.
The brand’s new Hero Blend is available in 100g and 200g jars, as well as a 500g tin, and is described as “a premium freeze dried instant coffee using beans carefully selected from Central and South America”. Lyons will donate £0.20, £0.40 and £0.50 respectively for each of the three products that it sells.
Help for Heroes is a British veterans’ charity that provides support to former military personnel and their families with its network of recovery centres. A recent study by Help for Heroes and King’s College London found that, of the 750,000 men and women who served in the UK’s military between 1991 and 2014, at least 66,000 are in need of long-term support.
Jim Cain, joint brand owner of Lyons Instant Coffee, said: “Lyons is a great traditional British brand with a long history of supporting Britain’s servicemen and women. Our partnership with Help for Heroes is a fitting way for the company to continue this legacy, and we’re thrilled to support such a worthy cause and change lives for the better.
“Our Hero Blend is a stand-out product in the market. It delivers a smooth, full flavour that comes from specially selected coffees including high-grown Colombian Arabica beans. The flavour profile is well balanced, making it ideal for any time of the day.”
Help for Heroes head of brand partnerships Marcus O’Shea added: “We’re really excited to start working with Lyons Instant Coffee – the brand and its owners share our passion to support thousands of our brave men and women. The £1 million we are going to raise will go a long way in helping to ensure that there is long term support available for those who need it.”
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