Donate Poppy Shop

This year, Sainsbury’s is marking its 25th year of partnership with The Royal British Legion’s Poppy Appeal.

To commemorate the milestone, the retailer will be hosting a variety of fundraising activity across the country and releasing a limited edition range of poppy-inspired products, available to purchase in store and online.

In 2018, the retailer helped to raise more than £3.8 million, through enabling store collections, selling exclusive Poppy Appeal and Christmas merchandise, and facilitating supplier donations.


The retailer also offers a poppy recycling service at all stores after Armistice Day.

Last year, for the Legion’s national Thank You movement and to mark the end of the First World War, Sainsbury’s brought together well known heritage brands including Gillette, Oxo, Marmite, Cadbury, and Lea & Perrins, in a one pack = one donation display in stores. With every sale of selected products, the Legion received a generous donation.

This year, we are teaming up with P&G for a third year, and also Sainsbury’s’ other suppliers Premier Foods and GSK, to help raise vital funds for individuals and families within the 6.7 million members of the Armed Forces community. Exclusively to Sainsbury’s, certain P&G, GSK and Premier Food products will donate 10p to the Legion with each sale of the selected products.

To add to this, Sainsbury’s will be selling a special range of poppy inspired products in selected stores and online with either a percentage or all profits going to The Royal British Legion and Poppyscotland. This range includes a poppy drinks bottle, poppy mug and a poppy lanyard. For the full list of products please visit

This year there will also be two floral bouquets available in 385 stores nationwide and online.

Two Sainsbury’s colleagues were given the opportunity to dedicate bouquets to each of their relatives that served in the military. These bouquets will be sold in stores and online, with donations going to the Legion for every sale. The bouquets are:

  • E.R. (Bob) Burnand 1900 – 1964 Bouquet is named after the father of Sainsbury’s oldest colleague (Des, 91) who fought in the First World War.
  • Chief Technician Herrington Bouquet is named after the father of Sainsbury’s colleague (Mark) who served for 23 years in the RAF.

Judith Batchelar, Director of Sainsbury’s Brand: “We’re extremely proud to be a long standing partner of The Royal British Legion. 25 years on, we want to continue to work with our customers, colleagues and suppliers to raise as much money as we can to support the charity and the amazing work they do. This year, we hope to raise more money than ever before."


“We’re extremely proud to be a long standing partner of The Royal British Legion.”

Judith Batchelar

Director of Sainsbury’s Brand

Claire Rowcliffe, Director of Fundraising at the Legion said: “This is a very special year as we mark this our 25th anniversary of our longstanding partnership with Sainsbury’s. We are very grateful on this momentous milestone for the huge amount of money raised which has allowed us to support the Armed Forces Community, past and present. We are delighted that year on year Sainsbury’s staff and customers give so generously to the Poppy Appeal to allow us to make a real difference to people’s lives.”


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