Bonya is the baby formula with heart and we’re on a mission to make better baby formula available to all families. We think it’s unfair that some families have to choose between price and quality for their baby’s nutrition. That’s why we promise to always deliver high quality formula, at a fair price. But it’s not enough for our formula to just be better; it should do better too. That’s why we’re working with charity In Kind Direct to feed the future together.
About IKD
In Kind Direct is a UK charity, who believe everyone deserves access to life's essentials and that no useable product should go to waste. They receive donated products from their dedicated corporate partners, like Bonya, and distribute to their network of over 6,000 charitable organisations across the UK to ensure that every family has the products they need to live well.
In Kind Direct currently supports over 500,000 people every week by providing essential products to communities across the UK.
About the partnership
As we launch our new baby formula, we’ve teamed up with charity In Kind Direct to give back to communities across the UK. Not only will Bonya be affordable without compromising on quality, it also has a social mission at it’s core.
The Food Foundation found that in January 2024, 1 in 4 (26%) mothers said they struggled to afford formula. The Child Poverty Action Group found that families with babies under one are at a greater risk of poverty. Their research showed that a staggering 4.3m children are currently growing up in poverty in the UK. That’s the equivalent of 9 children in each classroom.
Having a new baby should be a magical time and Bonya want to ensure, despite the rising cost of living, all new parents can access good quality formula should they need it and prevent them having to make tough choices between heating or feeding their families.
Across the UK today, families are struggling to feed their babies. Every 10 boxes of Bonya sold means 1 box will be donated to our charity partner In Kind Direct, who support families-in-need across the UK through their charitable network. Together we believe every child deserves the right to thrive, not just survive.
Through the partnership and with the support of shoppers across the UK, our joint aim is to unlock one million feeds for families in need.
Marc Greene, Acting CEO at In Kind Direct said
"We're thrilled to partner with Kendamil on the launch of their new Bonya baby formula. Through our network of charitable organisations, we see a rising demand for support as more parents and caregivers struggle to access the products they need to live well. For every 10 packs purchased, one will be donated to provide essential nutrition for babies across the UK. This partnership will make a significant impact and will help thousands of UK families - We're so proud to be involved.”
The difference it will make
62% of organisations in In Kind Direct’s network support pre-school aged children (and their families) and 43% of organisations in their network say they need more baby items for the winter months ahead.
In the midst of rising child poverty and the increasing cost of living, many families across the UK are struggling to afford necessities like baby formula. This initiative will help to close the gap for families who are forced to choose between paying bills and feeding their children, especially as we approach winter months when bills soar and budgets are strained.
The need from In Kind Direct’s network of charitable organisations supporting babies and families is clear, through the stories they hear.
A baby bank in their network said:
“Demand is through the roof at the moment across baby banks like mine. We simply cannot keep up with the demand for formula or baby food. We have upset, stressed mums on a regular basis worrying about how they will feed their children.”
To find out more about In Kind Direct’s work go to inkinddirect.org
