Morrisons has turned one in four supermarket items yellow to raise awareness of a sobering reality: a quarter of people in the UK die without receiving the end of life care they need.
To launch the initiative, the Morrisons Croydon store has brightened up its baskets, trolleys, café chairs, and even car parking spaces in daffodil yellow, marking the start of its Every Pack Gives Back campaign. The initiative will see donations made to Marie Curie – the UK’s leading end of life charity – for every participating product purchased by customers.
The campaign forms part of Morrisons’ commitment to raise £15 million for Marie Curie by October 2027. Hundreds of promotional products in yellow packaging – including Innocent Orange Juice, Pampers Nappies, and Soreen Malt Loaf – will appear on shelves nationwide. For each of these, a percentage of the sale price will be donated directly to the charity.
Select items, such as Morrisons food-to-go sandwiches, London Essence Indian Tonic Water, and MOJU Ginger Vitality Dosing Bottle Shots, will feature a bespoke Every Pack Gives Back design, making it easy for shoppers to identify products that support end of life care in their local communities. A curated selection will also be available in the Seasonal Aisle from 4th August.
David Scott, Corporate Affairs Director at Morrisons, said: “We want to shine a light on the importance of end of life care, and so turning one in four of our baskets, trolleys, café chairs, and even car parking spaces yellow is a simple but powerful way to start a national conversation about something that affects us all. In the coming weeks, Morrisons customers can help raise vital money for Marie Curie by buying a promotional Every Pack Gives Back product – the brand will then donate a percentage of the sale price to the charity.”
Additional fundraising and awareness activities are also taking place throughout August. These include a limited-edition Bag for Life, a Marie Curie-branded grocery delivery van featuring a Marie Curie Nurse, and in-store fundraising events and collections led by volunteers. Meanwhile, the More Card app will turn yellow as a visual prompt for customers to donate their loyalty points to Marie Curie in multiples of 1,000 (£1 value). All donations will be converted into monetary value and transferred directly to the charity.
Marie Curie is the official charity partner of Morrisons. Together, they are working to improve end of life care in local communities – enhancing hospice care, funding more nurses, and creating more moments that matter for families across the UK. The charity supports people with any terminal illness, while also providing emotional support for their loved ones.
Matthew Reed, Chief Executive at Marie Curie, said: “Far too many people are still dying without the care and support they need. What’s more, we’ve seen demand for our services increase significantly in recent years, with a growing gap between those needing end of life care and those who receive it.
Through our partnership with Morrisons, we’re aiming to help more local communities and families receive the best end of life care possible – whatever the illness, wherever they are.”
Since the partnership launched in November 2024, Morrisons and its customers have already raised £2.6 million for Marie Curie through fundraising events, store collections, and colleague-led challenges, including Hadrian’s Wall treks, London Marathon runs, and skydives.
