"Every child deserves to grow up happy, healthy, and never hungry," Will Howard, managing director of Ella's Kitchen, says in a press release about the company's new Rudolph's Sweetcorn + Carrot Melty Sticks, a holiday-themed version of its best-selling snack.
The company is partnering with Action for Children, a children's charity in the UK, to donate 30p from every Melty Sticks pack sold to the charity, Mashable reports.
The brand is also encouraging consumers to be a Secret Santa by rounding up their online shop purchase with all added funds going toward the Action for Children's annual Secret Santa campaign.
Howard says the company is "so excited to be introducing this extra special charity edition of our best-selling Melty Sticks! Every child deserves to grow up happy, healthy, and never hungry, which is why are proud partners of Action for Children and committed to doing everything we can to help them support vulnerable little ones and their families."
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