Deliveroo launches Alphabet soup with an inclusive LGBTQ+ twist

Alphabet soup DELIVEROO Pride

To celebrate the anniversary of the first ever Pride event, and the season beyond, food-delivery company Deliveroo has brought back iconic tinned food Alphabet soup – but with a difference. 

The much-loved soup has been re-imagined to include only the letters LGBTQQIAAP to celebrate and raise awareness for the broad spectrum of identities.

Alphabet soup and Deliveroo

Deliveroo’s inclusive Alphabet soup is available exclusively from Deliveroo Editions across the UK from 28 June – 12 September (or until sold out), costing £1 per can, with all proceeds being donated to Switchboard LGBT+ charity. 

Alphabet soup - DELIVEROO_SOUP_PRIDE_009
Pride Deliverooed: The tasty can of soup is available from now until 12 September, or until they sell out.

The charity recently reported a 42% rise in calls from transgender and gender non-conforming people reaching out for support over the lockdown period compared to the previous year.

Contact details for Switchboard LGBT+ charity can also be found on the label of the can to help anyone in need find a non-judgemental, non-directive helpline offering advice, support, solidarity and friendship .

The Alphabet soup is best enjoyed with family and friends, and has been launched to encourage conversation about identity and sexuality around the dinner table. 

To appeal to a variety of palettes and dietary requirements, the soup is 100% vegan and comes in a tasty tomato and basil flavour with alphabet pasta shapes and a sprinkle of colourful edible gems.

Deliveroo’s Deloveroo initiative focuses on inclusivity and representation and the LGBTQQIAAP Tomato & Basil Soup, which is limited to a run of 1000 cans, delivers a statement of style plus equality on kitchen shelves. 

Alphabet soup DELIVEROO_SOUP_PRIDE_006
Yes we can! How buying a tin of soup can help Switchboard LGBT+ save lives.

It is available to Deliveroo customers across the UK in London, Manchester, Brighton, Leeds and Cambridge.

Busi Sizani (she/her), Global Head of Diversity & Inclusion at Deliveroo, said: “Deliveroo is proud of its continuing support for the LGBTQQIAAP community. 

“Pride 2021 is about embracing inclusivity and we are delighted to continue our show of support for the community with this tasty, but most importantly necessary soup that celebrates and increases awareness of the broad spectrum of identities. 

“We hope it’s a conversation starter at the dinner table in many homes across the UK and that it encourages those who need support to reach out.”

Designer, Daniel Quasar (they/xe), said: “Through my design work, I always strive to include a message. 

“To me, no design is complete without its message as it is an integral part of the process. 

DANIEL QUASAR
Quasar’s quest: Pride Alphabet soup designer aways strives to include a message.

“What do my designs say? How do they make me feel? What discourse arises from within the viewer? These are just some of the questions I ask myself when creating. 

“Discourse means conversation, conversation means the potential to learn. Through my partnership with Deliveroo, I’m honoured that my designs will be a spark for conversation around British dinner tables.”

Stephanie Fuller (she/her), Switchboard LGBT+, said: “We are delighted to have the support of Deliveroo to take the conversation and celebration of Pride into people’s homes. 

Providing support since 1974

“Since 1974 our listening volunteers at Switchboard have been there to provide calm words when they are needed most to members of the LGBTQ+ community, and those that care about them. 

“We are sure the LGBTQ+ Alphabet soup will spark many much needed conversations around the dinner table and it’s great to know that our non-judgemental, non-directive helpline service will be there to help anyone that needs to talk.”

To help increase awareness of the issues facing the queer community, as well as offer advice, support and information, Deliveroo has also launched School for Allies, a new website designed to raise awareness of issues surrounding gender and sexuality. 

It was created by the company’s Pride Committee, which aims to protect and improve the lives of LGBTQQIAAP Deliveroo employees and allies, wherever they are. 

The focus is on educating colleagues, representation in the food delivery industry and playing a leading role in communities, aided by Helsa Helps.

Deliveroo said it will be continuing its work alongside Switchboard LGBT+ and Helsa Helps as part of its ongoing commitment to being an ally to communities.