Joining forces to commemorate D-Day's 80th anniversary

We were delighted to team up with Maynards Bassetts to launch a brand-new limited edition run of Jelly Babies to commemorate the landmark 80th anniversary of D-Day on 6 June 2024 in another great example of cause-related marketing.

Maynards Bassets and Help for Heroes Jelly Babies

The Maynards Bassett's brand has long been associated with supporting and helping our military heroes. Maynards Bassett’s Jelly Babies range was initially launched at the end of the first World War under the name Peace Babies. Today, the brand’s continued partnership with Help for Heroes allows us to celebrate this heritage whilst supporting the crucial work Help for Heroes does to provide veterans and their families with life-changing support.

Amy Lawson

Senior Brand Manager Maynards Bassetts

Did you know that Maynards Bassetts Jelly Babies were initially launched as ‘Peace Babies’ to mark the end of World War I? We’re excited to support our veterans and their families alongside Maynards Bassetts, and to continue our previous collaboration that begun back in 2018 to commemorate the anniversary of World War I.

The limited-edition packs were available exclusively at Tesco from April 2024, with £25,000 from the sales of the special packs donated to Help for Heroes.

Help for Heroes Limited Edition Jelly Babies
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We’re incredibly excited to be partnering with Mondelēz International and the iconic Jelly Babies brand to commemorate such an important milestone in the history of the Armed Forces community. It’s crucially important for us to remember the history of our veterans, no matter which conflict they have served in. The proceeds from this partnership will support the future of our veterans, providing lifelong support whenever and wherever they need it.

James Needham

Chief Executive Officer, Help for Heroes

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