Sainsbury's launched the first-ever 'magical mince pie window' in London, offering free mince pies to support Comic Relief's mission to combat food poverty.
Inspired by ancient Florence wine windows, Sainsbury's 'magical mince pie windows' aim to feed over five million families facing food insecurity this winter.
The pop-up received celebrity support with Strictly's Shirley Ballas surprising locals during the London launch, engaging the community and spreading festive cheer.
A nationwide poll revealed food preferences, indicating 51% of Brits consume mince pies plain, while 70% prefer buying, not making their own.
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