Doing Good Tastes Better: tackling food waste

Case study

Ketle One Vokda and The Felix Project partnership poster

Our purposeful brands are at the forefront of our Society 2030: Spirit of Progress ambition to help create a more inclusive and sustainable world – and in 2021, our Ketel One Vodka brand joined the fight to help reduce the estimated 10 million tonnes of good food wasted each year in the United Kingdom (Wrap, 2020 Report).

Tackling all forms of waste is an essential element of our own business approach to becoming sustainable by design – and with millions of people struggling to feed themselves daily, Ketel One Vodka saw the need to take action on food waste through their 'Doing Good Tastes Better' initiative with The Felix Project, a charity that provides good food for good causes.

Providing meals to those in need

Ketel One Vodka gave The Felix Project a £100,000 upfront donation and ensured that £1 was gifted for every bottle sold across participating retail and £1 per cocktail within participating on-trade outlets to help The Felix Project provide 1 million meals to those in need.

As part of the campaign, Ketel One Vodka launched an awareness-raising partnership with the comedian Jack Whitehall, an advocate against food waste, to create delicious, low-waste cocktails using the most wasted ingredients in the home. Jack’s call to the nation video teaser achieved 2.3 million social media impressions and within 24 hours secured 28,000 likes and 3,000 entries.