Consumers buying a meal featuring a One Feeds Two logo trigger a process which leads to a child living in poverty getting a free school meal.
A supply chain is funded by a set price from each unit sale going toward feeding some of the 66 million children One Feeds Two says go hungry everyday around the world.
The not for profit organisation will be partnered by companies across FMCG industries as well as supermarkets, restaurants chains and online retailers.
Food brand Cook has already signed up and will apply the One Feeds Two logo to all of its children’s products, helping to feed children in Malawi.
The mark, which will appear on-pack, is a smiley face device indicating how the model works.
A series of pictogram icons will be used as a flexible visual language and can be adapted for needs of partners internationally.
The Clearing says it has looked to make a mass-market brand that will appeal to consumers and food companies encouraging them to think differently “by feeling good about food”.
Richard Buchanan, director of consulting and founder of The Clearing says that: “A bold idea needs a bold brand. So to reinvent the way we think about charity – and relate to it on a day-to-day basis – we needed to subvert the conventions of a congested, conservative sector.
“Our strategy focused on bringing the simplicity of the concept to life in a positive, tangible way that will create clear, defendable territory for One Feeds Two in both the charity and food categories.”
One Feeds Two founder JP Campbell applied to Virgin Unite’s Screw Business as Usual competition to help scale the business.
A Virgin Unite team is working with One Feeds Two to integrate the business with a collective of food companies, which will use One Feeds Two as a new ethical standard.
The brand will initially appear on-shelf in Cook stores this month and is expected to roll out to other brands.