Ringtons has teamed up with The Children's Foundation to deliver first-time parents a "moment of calm".
Ringtons has donated 750 boxes of tea and biscuits to The Children's Foundation's Baby Box project, which delivers packages to first-time parents across the North East.
Over the past year, 110 boxes have been gifted across Newcastle and Gateshead with a further 750 to be delivered by August this year, including families in North Tyneside and Northumberland.
The concept was inspired by the baby boxes delivered in Finland with each parcel packed with toys and books that encourage playing, laughing, reading, singing, and counting, as well as other essential items.
Sean Soulsby, CEO of The Children’s Foundation, said: “Bringing a newborn home from the hospital is an exciting, but often overwhelming time, and The Children's Foundation want to remind parents, families, and carers that they are not alone during those critical early days. Feedback from the new parents is that our Baby Boxes make them feel less alone in those early weeks, and sometimes a cup of tea and a biscuit is just what you need to give you the strength to keep going.
“The North East has the second-highest rate of low income and deprivation in the UK after Inner London and these boxes are needed more than ever. We want to say a big thank you to everyone at Ringtons on behalf of North East parents. Ringtons is an iconic brand and has been a huge part of the North East community for over 100 years, it is fantastic to see them supporting the next generation to have the best start possible.”
Individuals who would like to support the campaign and improve the health and well-being of children and young people in the North East can donate £3 by texting 'MAM to 70450.