Breakthrough turns down £1 million CRM offer from Nestlé

Howard Lake | 10 May 2004 | News

The Independent newspaper reports that Breakthrough Breast Cancer has rejected a cause related marketing (CRM) deal with food company Nestlé for ethical reasons.

Maxine Frith, Social Affairs Correspondent at The Independent, said that the charity turned down the promotional offer “because of ethical concerns over the company’s promotion of formula baby milk in the Third World.”

The donation, which reportedly involved on-pack promotion for the charity, would have been worth about 10% of the charity’s current annual income.

About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale. He is the founder of Fundraising Camp and co-founder of GoodJobs.