Paint it yellow: Morrisons turns one in four supermarket items yellow to raise money for Marie Curie

Morrisons Turns Shelves Yellow to Shine a Light on End of Life Care

• One in four baskets, trolleys, café chairs and even car parking spaces painted daffodil yellow to highlight urgent end of life care need

• Every Pack Gives Back campaign will see donations made to Marie Curie for every designated item sold in Morrisons supermarkets and online

Morrisons has transformed one in four supermarket items with vibrant yellow packaging to highlight a stark national issue: one in four people in the UK do not receive the end of life care they need.

To mark the launch, Morrisons’ Croydon store has embraced a bright new look—featuring yellow baskets, trolleys, café chairs, and even car parking bays—as part of the retailer’s new Every Pack Gives Back campaign. For every specially marked product purchased, a donation will be made to Marie Curie, the UK’s leading end of life charity.

This initiative is part of Morrisons’ commitment to raise £15 million for Marie Curie by October 2027.

From today in stores—and from 4th August 2025 online—shoppers will see hundreds of yellow-packaged promotional products, including favourites like Innocent Orange Juice, Pampers Nappies, and Soreen Malt Loaf. Each product included in the campaign will contribute a percentage of its sale to Marie Curie.

Specially designed Every Pack Gives Back branding will appear on selected products such as Morrisons food-to-go sandwiches, London Essence Indian Tonic Water, and MOJU Ginger Vitality Shots—helping customers easily identify the items that support this important cause. Many of these products will also be featured in the Seasonal Aisle from 4th August.

Throughout August, Morrisons is supporting the campaign with a wide range of fundraising and awareness activities. These include the sale of a limited-edition Bag for Life, the rollout of a Marie Curie-branded grocery delivery van, in-store fundraising events, and volunteer-led collections.

In addition, the Morrisons More Card app will turn yellow for the month, reminding customers that they can donate their More Card points to Marie Curie in 1,000-point (£1) increments via the app or website.

All donations will be converted into funds directly supporting the charity.

As Morrisons’ official charity partner, Marie Curie works to improve end of life care across the UK by enhancing hospice services, supporting more nurses, and ensuring families experience more moments that matter. The charity provides expert nursing care and vital emotional support for people with terminal illnesses and their loved ones.

Since the partnership began in November 2024, Morrisons colleagues and customers have already raised £2.6 million through in-store fundraising, customer donations, and challenge events - including treks, marathons, and skydives.

Together, Morrisons and Marie Curie are working to ensure that no one faces the end of life alone or without the care they deserve.

David Scott, Corporate Affairs Director at Morrisons, said: “We want to shine a light on the importance of end of life care and so turning one in four of our baskets, trolleys, café chairs and even car parking spaces yellow is a simple but powerful way to start a national conversation about something that affects us all. In the coming weeks, Morrisons customers can help raise vital money for Marie Curie by buying a promotional ‘Every Pack Gives Back’ - the brand will then donate a percentage of the sale price to the charity.”

Matthew Reed, Chief Executive at Marie Curie, added: “Far too many people are still dying without the care and support they need. What’s more, we’ve seen demand for our services increase significantly in recent years, with a growing gap between those needing end of life care and those who receive it. Through our partnership with Morrisons, we’re aiming to help more local communities and families receive the best end of life care possible, whatever the illness, wherever they are.”