A company called Red Lion Foods is donating the profits it makes from selling goods through supermarkets to armed forces charities.
The firm will pass on the money it makes on items such as milk and bread to causes including Help for Heroes, the Royal British Legion and the Soldiers, Sailors, Airmen and Families Association, the Sun reports.
It means consumers could generate funds for hero soldiers simply by carrying out their shopping habits and the newspaper noted around £30 million a year could be raised if every family in Britain spent £1 a week on the range.
Andrew Gidden from Red Lion Foods said: "We are giving every person in the UK the chance to regularly say 'thank you' to our armed forces and recognise the sacrifices being made for us."
The Press recently reported six bricklayers have attempted to raise cash for Help for Heroes by taking part in a 24-hour challenge to see who can lay the most bricks in one day.
Posted by Samantha Thompson
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