Baker Labels will be producing around 3 million labels free of charge for the Salute the NHS campaign whose aim is to provide a million meals to NHS staff over the next three months.

British businessman, Ron Dennis CBE, has launched Salute The NHS, a major not-for-profit initiative aiming to feed thousands of dedicated NHS workers with high-quality meals and booster snacks over the next three months.

The nutritious boost pack meals for vital frontline NHS staff, working either in hospitals or sick and confined to isolation at home, will start being delivered on Monday 6 April at the John Radcliffe Hospital in Oxford. They will then expand across the country to Government targeted locations. They hope to be doing around 10,000 meals a day in the coming weeks.

Following the production of free social distancing floor stickers for local businesses and the donation of protective face masks to nearby NHS facilities, Baker Labels’ contribution to the Salute the NHS is just another example of Steve Baker’s commitment to supporting the community and doing the right thing.

When I was contacted by Ron Dennis and heard about the campaign I didn’t hesitate. We are in a position to be able to manufacture the number of labels required and to be flexible on quantities, variations and demand. With the added support from our material suppliers at Avery Dennison, who have agreed to donate 15000 square metres of material I’m proud to be part of the team of suppliers collaborating to get this done.
Steve Baker

Managing Director, Baker Labels

The first labels Bakers have produced for the campaign will be used on the boxes and packaging of the Boost Food Packs. The ‘Boost’ Food Packs have been carefully planned by a team of chefs and nutritionists –  led by food expert Lyndy Redding – to ensure every pack is balanced, nutritious and tasty, designed to sustain the body and mind. Wherever possible each pack will also include some treats.

Join us in making a contribution. Either by helping to continue funding this initiative as it scales up, by bringing something specific to the effort, or even both. In doing something you will be showing great respect to the brave men and women of the NHS frontline as they go about their life saving work.

Call Salute the NHS on 0800 497 0797 or visit their Just Giving page to securely donate and match our efforts. Alternatively, can you bring something extra to this team effort? You can visit or follow the social media channels to find out more about the campaign and get in touch.

About the Salute the NHS Campaign

One of Britain’s best-known businessmen, Ron Dennis CBE, has launched a major not-for-profit initiative to feed thousands of critical NHS workers with high quality meals over the next three months, enabling them to focus on saving lives and fighting COVID-19.

The nutritious and ready to eat meals will be made available free of charge to ICU teams, anaesthetic teams and A&E staff, who are unable to leave their clinical areas during their 12 hour shifts, which is the protocol being adopted by all COVID-19 designated hospitals. This service enables them to stay close to wards at all times without having to change out of protective clothing.

Delivering the initiative, called, has brought together a group of leading food, logistics, packaging and other specialists, and has mobilised a largescale, professional operation. The goal is to serve 1 million meals to key frontline NHS workers over the next three months, both those working in hospitals and others who are infected and self-isolating at home.

The Dennis family is donating £1 million to seed fund the initiative through their Dream Chasing Foundation, which is a charity, alongside £500,000 in match-funding. The Taylor Family Foundation has been the first to contribute to the match-fund with £50,000. They have been supported by Absolute Taste, one of Britain’s largest catering groups with its state-of-the-art kitchen in Bicester, Oxfordshire, while logistic support is being provided by Yodel, the leading parcel delivery service. Tesco will donate all the food and ingredients for the one million meals.

The group is also co-ordinating with NHS Charities Together, the official umbrella organisation for all the NHS charities around the country. Other campaign partners include Team Rubicon UK, the disaster response unit staffed by former British Army volunteers, bespoke packaging company Leeways, law firm Withers, creative consultancy Hunter Design, communications firm Maitland/AMO, and appliance service provider Domestic & General, which is providing a professional and secure process to handle new donations and commitments. These organisations are all working on a pro-bono basis. plans to begin delivering the free meals from tomorrow, Monday 6th April, starting at the John Radcliffe Hospital in Oxford. The following week deliveries will start at Great Ormond Street, the London children’s hospital, and from there the programme will roll out to Government targeted locations across the country.

The meals will be made using food and ingredients supplied by Tesco and prepared by Absolute Taste, which is lending a significant part of its food production capacity to this effort. The meals will comprise of a series of ‘Boost Packs’ intended for critical frontline NHS staff to eat either during their shift or to take home at the end of a long day. There are also Home Packs, which will be delivered to vital NHS frontline staff who are infected and self-isolating at home. Example meals include Keralan veggie curry with wholegrain rice and lean beef chilli with veggie rice. is now calling for other supporters to donate or make a specific contribution as production grows, and is asking people to call the dedicated hotline on 0800 497 0797 or to visit the campaign’s Just Giving page.

The launch partners who are all working pro-bono to deliver this incredible operation free to the NHS include:

  • Tesco – donating and supplying all of the food and ingredients for the meals.
  • Absolute Taste – providing the food production and giving over significant capacity for this.
  • Yodel – the leading logistics and delivery business who are key to getting these meals out.
  • Leeways – the bespoke packaging company.
  • Domestic & General – the appliance care specialists handling our contact centre operations.
  • Withers – the international law firm helping us with various legal elements.
  • Team Rubicon – an experienced support team of former British Army soldiers.
  • Hunter Design – an amazing creative agency putting together our materials and team kit.
  • Maitland/AMO – a PR firm helping us to communicate this great campaign to the country
  • Baker Labels – a trade label printer who will produce approx 3 million Boost labels