Fleetwood Asda's festive plea to help town's food bank

The store has a 'Fight Hunger Create Change' collection point at the front of the store, where donations will be gladly accepted and will go to Fleetwood Food Bank

Fleetwood Food Bank has confirmed they are particularly in need of donations of cereal.

Layla Challoner, community champion for Asda Fleetwood said: "Asda supports a number of good causes throughout the year, but the issue of food insecurity is one that we will be particularly focusing on at Christmas time, as we know the demand for emergency food parcels significantly increases in December.

"The generosity of our customers and colleagues is always fantastic and will hopefully go a long way in helping those who need it most in our local community.

Throughout July, generous Asda customers across the UK donated more than 230,000 meals to their local food banks to support the most vulnerable in the community, responding to an increase in demand for emergency food parcels.

As part of its 'Fight Hunger Create Change' programme, Asda is donating more than £20 million over three years to the Trussell Trust and Fareshare, to create a long term positive change to poverty in the UK.

The programme will enable the charities to develop their infrastructure and services so they can collect, transport and store fresh food in food banks. By the end of the programme, 500,000 vulnerable people will have access to fresh food every week.

The programme also aims to tackle the root causes of poverty, providing one million vulnerable individuals with the food and support to help them out of the situation they are in. The donation will fund the provision of vital user support services such as debt counselling and benefits advice.