Sainsbury's has been supporting The Royal British Legion for over 23 years, allowing our volunteers and colleagues to sell poppies in their stores for our Poppy Appeal.

In 2016, the retailer raised more than £3.2 million through store collections and sales of exclusive merchandise, donating all profits to the Legion.

For many years, colleagues have been actively involved in the partnership, dedicating their own time to plant crosses at our Fields of Remembrance and volunteer at our City Poppy Days. In 2016 alone, Sainsbury’s colleagues amounted more than 200 hours of volunteering time for the charity. Sainsbury's colleagues also took part and fundraised for the Major Series: Woodland Warfare this October – a military themed muddy assault course at Black Park Country Park.

The supermarket is the only place to offer poppy recycling after Remembrance Sunday, enabling us to save vital funds by reusing or recycling the poppies donated.

Support us with your everyday shop

For the first time ever, the Legion is proud to partner with Procter & Gamble for an exclusive promotion jointly with Sainsbury’s, raising funds to help serving Armed Forces personnel, veterans and their families. 

From 11 October to 21 November 2017, you can purchase selected P&G health and beauty products such as Oral-B, Olay, Gillette and Pantene at Sainsbury’s instore or online, and P&G will make a 10p donation for every pack sold to The Royal British Legion. With your support, the Legion will be able to assist individuals and families of the UK’s Armed Forces community in whatever way they need.

Support the Legion with your everyday shop at Sainsbury's.

Poppy merchandise

This Remembrance, Sainsbury’s will be selling a special range of poppy inspired merchandise with all profits donated to the Legion. The range will be available to buy in store from the 1–12 November and includes two mugs, a tote bag, travel mug, tea towel, candle, keyring and two specially designed Remembrance bouquets.

Take a look at the unique merchandise.

Passchendaele 100

The 31 July 2017 marked the 100th anniversary of the first day of the Battle of Passchendaele, one of the most notorious battles of the First World War. To mark this anniversary, Sainsbury’s is extending its longstanding support for the Legion by selling a specially commissioned Passchendaele lapel pin to commemorate the battle and the 60,083 soldiers who died. As the exclusive retail partner, the Passchendaele pin is available when shopping online with Sainsbury’s in exchange for a £2 donation. To get your pin today, visit Sainsbury’s online.


Extending their support even further in 2017, Sainsbury’s customers will have an alternative way of donating to the Legion. In over 200 Sainsbury’s Travel Money Bureaux shops there will be collection boxes to donate unwanted foreign coins and out-of-date notes to the charity. Find out more and find your closest Sainsbury’s Travel Money Bureau.

Claire Rowcliffe, Director of Fundraising at The Royal British Legion, said: “Sainsbury’s has supported the Legion for over 22 years. Each year during the Poppy Appeal a large number of our poppy collectors are welcomed into Sainsbury’s stores across the country, raising money and awareness of the charity and our partnership. Through our welfare work, the Legion helps the British Armed Forces, younger and older veterans and their families to live on to a more hopeful future. We're thrilled with the high level of support from Sainsbury's and are extremely grateful for our growing relationship.”

Mike Coupe, Sainsbury’s Chief Executive, added: “The Royal British Legion’s Poppy Appeal is a fantastic cause, and one that we’ve proudly partnered with for over two decades. Thanks to the support of our customers and colleagues alike we’ve been able to raise millions for the charity in the knowledge that this has had, and will continue to have, a huge impact on the lives of those in the Armed Forces. Thank you to all those who have shown their support.”

Sainsbury's staff plant poppies

Sainsbury's colleagues planting poppies at Westminster Abbey

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