Iceland milk packs to carry missing people pictures
29 October 2008 | By Popsop Team
Iceland, the supermarket chain, is putting labels on its milk packaging from October 27 to support the Missing People charity’s appeal for people who have run away from home and disappeared.
The frozen food specialist will put the labels on 800,000 of its own-brand, four-pint milk cartons each week and aims to find some of the 210,000 people reported missing in the UK every year.
The first appeal is for Andrew Gosden, 15, who ran away from Doncaster in September 2007.
A full-colour image of Gosden will be included on the labels, together with an appeal to the public to come forward with any information and a freefone Runaway Helpline number so that he can contact the charity.
Iceland packaging manager Lisa McCleary told the varnished labels will be supplied in three different sizes by Wiseman Dairies and Arla, with printing by Systems Labelling and CCL Auto-Sleeve.
“We chose the four-pint skimmed, semi-skimmed and whole milk cartons because they are our biggest-selling line,” she said.
Missing People head of communications Ross Miller said: “Each appeal will be in store for around three months or until the missing person is found. This means that four highly vulnerable missing people will be seen in millions of homes for a sustained period.
“This is an ongoing partnership with Iceland – our last relationship with the supermarket chain lasted for almost eight years.”
The charity and Iceland previously made more than 130 appeals on a limited number of milk cartons from 1997 to 2006 and more than 40 people were found.
“The appeals on behalf of the charity have only been made possible with the considerable co-operation of the milk suppliers, label printers and the retailer,” said Miller.
Missing People is a UK charity that works with young runaways, missing and unidentified people, their families and others who care for them.
Popsop.com
Tags: dairy, milk
