Providing vital funding with a sweet touch
CONFECTIONERY wholesaler World of Sweets has teamed up with charity initiative Vicky McClure’s Our Dementia Choir to help provide some vital funding for the group.
As part of the brand’s 130th anniversary, World of Sweets has announced the launch of its new Bonds of London share bag range in partnership with Our Dementia Choir.
Aiming to embrace the nostagic nature of the sweets, the new share bag range consists of Lemon Sherbets, Pear Drops, Butter Mintoes and Rhubarb & Custard sweets. Each variant includes a logo for Vicky McClure’s Our Dementia Choir on-pack.
The packs are also price-marked at £1.25, with 10% of the profits from these purchases going directly to the charity. Our Dementia Choir has an annual fundraising target of £175,000 to help support the choir and their carers.
This funding from World of Sweets will help the charity reach more people who are living with dementia and ensure they are living well by bringing some joy, connection and belonging to their lives.
Jess Johnson, social media manager and wellbeing leader at Our Dementia Choir, said: “At Our Dementia Choir, we firmly believe in the incredible power of music to bring happiness, connection and comfort to those living with dementia.
“We also know sweets can bring us so much nostalgia and really help to bring a moment of joy, which is why this partnership is so brilliant.”
Kathryn Hague, head of marketing at World of Sweets, said: “We are so excited to be partnering with Vicky McClure’s Our Dementia Choir, this is truly a celebration of both Bonds and the amazing charity.
“The local connection is amazing, we have known about the charity since they formed in 2018 and it is special to be able to connect with them on their project and to help fund vital transport and specialist support through sweet sales.
“Bonds of London is celebrating its 130th birthday this year, and focusing ons ome of the best-selling hardboiled sweets is a testament to nostalgia-loving customers who continue to repurchase sweets they have loved for years.”
