The British Heart Foundation has launched a fundraising partnership with cholesterol-reducing drink brand Danacol that it hopes will raise at least £600,000 for heart research.
From this month, 5p from each special pack of Danacol sold will be donated to the charity. The partnership will also be promoted in the company's communications, including television advertising. The use of other fundraising activities is also under consideration.
Danacol, part of the Danone division that makes cholesterol-lowering drinks, approached the foundation with ideas to help it raise funds. Charmaine Griffiths, PR manager at the British Heart Foundation, said the partnership would be a huge boost to the charity.