Banbury-based phone accessories brand juice is pledging 20% of all profits from its newly launched Animals range will go to the Born Free Foundation.
The charity was founded 40 years ago with a mission to ensure that all wild animals, whether living in captivity or in the wild, are treated with compassion and respect.
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It was established by Bill Travers MBE and Dame Virginia McKenna DBE, who starred in the iconic 1966 movie of the same name, along with their eldest son, Will Travers OBE, who is now the charity’s executive president.
The juice ‘Animals’ collection consists of two designs – the Giant Panda and Sumatran Tiger – across various products, including charging cables, speakers and headphones.
Jolyon Bennett, founder and CEO of juice, said it was an honour to work with the Born Free Foundation and help support its “outstanding work in compassionate conservation”.
He said it was the only range the firm had designed and created specifically for the younger demographic and was the first time it had partnered with a charity of this kind.
“We have always been a sustainable business, and for the last couple of years we’ve focused specifically on the plastics used within our products.
“However, we’re now looking to extend this focus into other areas, and this was the perfect time to collaborate with a like-minded organisation in trying to make the world a better place.”
Will Travers added: “Jolyon Bennett and juice are clearly on a mission! I am not only thrilled that they have chosen Born Free’s pride as a charity partner, but that their ‘Animals’ range is designed with young, animal-friendly, eco-conscious consumers in mind.
“It will take our combined efforts to save the world’s threatened species and the natural habitats they (and we) rely on.
“By working together, juice, Born Free, and our many loyal customers and supporters can help turn the tide, one animal, one species, one ecosystem at a time.”
juice was established in 2010 and now has its products stocked across a number of retailers including Tesco, Amazon, Argos and Sainsbury’s.
Its Animals range will be available to purchase from its own eCommerce site and Tesco from April 4 this year.