Burts Snacks has announced it is entering into a strategic partnership with the Royal National Lifeboat Institution (RNLI).
The agreement, which will last for two years, will see RNLI branding introduced on Burts' Sea Salt and Sea Salt & Malt Vinegar 150g and 40g crisp packs. The new packaging will also feature the charity's Float To Live messaging and a QR code directing consumers to a new RNLI section of the Burts website, where they can see information about the charity and leave a donation.
From July, the packs will be available in pubs, bars, cafés, and other outlets around the country, including all Costa Coffee sites and RNLI shops in the south-west of England.
Dave McNulty, managing director of Burts Snacks, said: "We are delighted to announce our partnership with the RNLI. It is an organisation which aligns closely with us as a business, thanks to our geographical heritage and our love for the outdoors.
"We are very proud of our coastal roots, and we encourage people to appreciate everything the region has to offer with its fantastic food, rugged coastlines and amazing beaches. By supporting the RNLI we hope to play a role in supporting local communities and ensuring people enjoy the summer safely.
"We are very excited about the roll out of the partnership and hope that our support will enable the organisation to continue its fantastic job of saving lives at sea."
Ross Martin, partnerships manager at the RNLI added: "The partnership with Burts Snacks is more than we could ever have hoped for. Not only is the organisation a perfect fit for us values-wise, but thanks to its huge generosity, we are able to feature our Float to Live message on pack, which will be seen by so many, spreading our lifesaving message and raising awareness of the critical work we do.
"As a charity, the financial support is also incredibly important to us and will help us to save many more lives. We are very much looking forward to a long-standing relationship with Burts Snacks."